The Director of Trendspotting Ann Mack shares J. Walter Thompson's (JWT) ten trends for 2008. The list provides marketers with insights on how their brand's communications can become more powerful to resonate with consumers.
This article provides five strategies for successfully building brand awareness in developing markets. Includes a case study of Tide.
This excerpt from New Products: The Next Big Marketing Revolution discusses the psychology, sociology, and economics of new products.
This checklist outlines six guideposts for merging marketing and entertainment.
This article reviews Campbell Soup's successful slogan "M'm, M'm Good!"
This article addresses how to build brand loyalty by educating customers about a product category.
This case study explores how the ING Group used fresh thinking to create a strong brand after a series of acquisitions.
The author offers some "rules of the road" for brainstorming sessions.
The author discusses the qualities that define a "cool" CRM vendor.
The authors describe the process of elimination consumers use to narrow down brand choices.
The authors look at the chasm between marketers and customers, offering strategies for bridging the divide.
The author cites relevance and trust in a brand as the two most important factors in keeping customers loyal.
The author examines the history of advertising the Jack Daniel's brand and its core value of authenticity.
In this article, Beth Comstock discusses GE's rebranding campaign.
The author discusses how "brand freshness" is a guiding marketing concept at Masterfoods USA.
The past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general.
The author helps bridge the gap between clients and agencies over procurement.
Advertisers must respond to the realities of today's jaded, on-the-go, ever-elusive consumer.
Due to the changing nature of the online travel space, the significance of brand identity has become increasingly important to travel marketers.
This case study explores the importance of communication and inclusion for successfully branding your company.