Brand Building
eSSENTIAL Accessibility: What’s Your Return on Disability?
This article from eSSENTIAL Accessibility discusses return on disability (RoD) ratings and opportunities for businesses to view disability as a profit driver.
Gilt Groupe: Using Big Data to Reinvent Shopping
Tamara Gruzbarg, senior director of customer analytics at Gilt Groupe, discussed how the company uses big data to give customers exactly what they are looking for.
Gilt Groupe: Using Big Data to Reinvent Shopping
Tamara Gruzbarg, senior director of customer analytics at Gilt Groupe, discussed how the company uses big data to give customers exactly what they are looking for.
Connect Through Storytelling
Jeffrey Hayzlett, a best-selling author and leading business expert, suggests five tips for crafting a brand's story. Hayzlett is also a former chief marketing officer and vice president at ANA member company Eastman Kodak.
Searching for the Sweet Spot
By employing innovation in the battle for brand relevancy and cultural saliency, Coca-Cola marketer and ANA board member Alison Lewis is helping her iconic company to thrive. Lewis, Coca-Cola’s senior vice president of marketing in North America, also offers five tips for marketers.
The Big Ideal
Brands with a higher purpose have a definite edge in the marketplace. Here’s how to help your brand embrace a cause and reap the rewards.
Three Questions on Creativity for Lisa Mancuso, Senior Vice President of Marketing at Fisher-Price
Lisa Mancuso, senior vice president of marketing at Fisher-Price, answered questions on Fisher Price's key to marketing success, fostering creativity at the brand, and collaboration.
Content Marketing at Kraft Foods
Julie Fleischer, director, CRM content strategy and integration at Kraft Foods, Inc., discussed how Kraft’s content marketing platform delivers branded content to their audience via six Kraft-owned channels.
PowerPresentation: 2012 Global Brand Equity Survey
This collection of data charts represents findings from the 2012 Global Brand Equity Survey. The objective of this survey was to better understand the strategy and implementation of global brand marketing efforts.
Brand Building Innovation in a Digital World
Alex Tosolini, vice president, global eBusiness at P&G, and Alan Godfrey, general manager, North American retail at Bazaarvoice, discussed how P&G brands connect with consumers in a rapidly changing marketplace.
Brand Building Innovation in a Digital World
Alex Tosolini, vice president, global eBusiness at P&G, and Alan Godfrey, general manager, North American retail at Bazaarvoice, discussed how P&G brands connect with consumers in a rapidly changing marketplace.
Clean Break: Monetizing Content in a Multi-Platform World
Brad Harrison, vice president, marketing at Energizer Household Products, and Stuart McLean, CEO at Content & Co., discussed how Schick raised awareness and fandom for the new Schick Hydro razor through an action water sports reality series called “Clean Break.”
Driving Innovation at Kraft
Barry Calpino, vice president, innovation at Kraft Foods, discussed how Kraft’s leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Driving Innovation at Kraft
Barry Calpino, vice president, innovation at Kraft Foods, discussed how Kraft’s leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Innovation in Brand Building at General Mills
Ami Anderson, director of marketing excellence, health partnerships and platforms at General Mills, discussed how the company is evolving its mindset, marketing, and structure to adapt to the changing marketplace and spur innovation.
Innovation in Brand Building at General Mills
Ami Anderson, director of marketing excellence, health partnerships and platforms at General Mills, discussed how the company is evolving its mindset, marketing, and structure to adapt to the changing marketplace and spur innovation.
Non-Profit Surfs the Content Marketing Wave
Alexis Henry, communications manager at Surfrider Foundation, shared Surfrider’s content marketing strategy, including how the organization communicates through Facebook, Twitter, Instagram, and the CEO’s blog.
Non-Profit Surfs the Content Marketing Wave
Alexis Henry, communications manager at Surfrider Foundation, shared Surfrider’s content marketing strategy, including how the organization communicates through Facebook, Twitter, Instagram, and the CEO’s blog.
Turning Brand Advocates into Content Creators
Rob Fuggetta, founder & CEO at Zuberance, a company that manages and powers brand advocate programs, discussed how brands are capitalizing on content created by brand advocates to build their businesses.
Turning Brand Advocates into Content Creators
Rob Fuggetta, founder & CEO at Zuberance, a company that manages and powers brand advocate programs, discussed how brands are capitalizing on content created by brand advocates to build their businesses.
