Brand Building

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Truvia's 'Honestly Sweet' Success

Ann Tucker, Director, Marketing and Communications, TruviaTM Brand, Cargill Health and Nutrition, discussed the late 2008 launch of the Truvia sweetener, and how Truvia's brand positioning has revolutionized the sugar substitute category.

8 Proven Techniques for Creating New Names

Steve Rivkin, Managing Partner, Rivkin & Associates LLC, discussed eight proven techniques for generating names for new products, services, and companies.

8 Proven Techniques for Creating New Names

Steve Rivkin, Managing Partner, Rivkin & Associates LLC, gives you the inside scoop on how companies develop new names.

8 Proven Techniques for Creating New Names

Steve Rivkin, Managing Partner, Rivkin & Associates LLC, discussed eight proven techniques for generating names for new products, services, and companies.

China to Surpass Japan in Total Media Spending This Year

According to this eMarketer report, by the end of 2011 China will become the second largest ad market in the world.

Two Keys to Deliver on Your Brand Promise

John Bastone, global product marketing manager, customer intelligence, SAS, and Jim Foreman, director of circulation and analytics, Staples, Inc., discussed how using customer centricity and fact-based decision making can help you to deliver on your brand promise.

Two Keys to Deliver on Your Brand Promise

John Bastone, global product marketing manager, customer intelligence, SAS, and Jim Foreman, director of circulation and analytics, Staples, Inc., discussed how using customer centricity and fact-based decision making can help you to deliver on your brand promise.

Building an Online Business Community

Ed Matlack, group marketing manager of social engagement at Intuit discussed how to create a solid online community. Through the years, Intuit has been able to grow their online small business community from a cost center to a revenue center.

Building an Online Business Community

Ed Matlack, group marketing manager of social engagement at Intuit, discussed how to create a solid online community. Through the years, Intuit has been able to grow their online small business community from a cost center to a revenue center.

SNICKERS Effie-Award Winning Case Study: “You’re Not You When You’re Hungry"

Michael McGee, Vice President, Portfolio Management, Mars Chocolate North America, and Kristen Flanik, Managing Director, BBDO NY, presented an Effie-Award winning SNICKERS case study which highlighted their inspiring Super Bowl campaign launch.

SNICKERS Effie-Award Winning Case Study: “You’re Not You When You’re Hungry"

Michael McGee, Vice President, Portfolio Management, Mars Chocolate North America, and Kristen Flanik, Managing Director, BBDO NY, presented an Effie-Award winning SNICKERS case study which highlighted their inspiring Super Bowl campaign launch.

Trust Your Agency to Help Lead Change: Kaiser Permanente’s ‘Thrive’ Campaign

Deborah Cantu, VP, brand marketing and advertising, Kaiser Permanente, shared insights from their successful “Thrive” campaign, which resulted from a strong trust with their agency partner Campbell Ewald.

CPG Creative Best Practices Online: Driving Breakthrough and Persuasion

Yahoo!, in partnership with Ipsos OTX, conducted quantitative research to understand how digital creative plays a role in driving breakthrough and persuasion, and in prompting a change in brand desire for consumer packaged goods.

SoLoMo: The Collision of Social, Local, and Mobile Media

Mike Kelly, CEO and president, The Weather Channel, discussed how his organization has used the inherent social, local, and mobile nature of weather to become a major cross-platform media company.

SoLoMo: The Collision of Social, Local, and Mobile Media

Mike Kelly, CEO and president, The Weather Channel, discussed how his organization has used the inherent social, local, and mobile nature of weather to become a major cross-platform media company.

Web Powered Retail: Serving Consumers Where We Find Them

Barry Judge, CMO, Best Buy, discussed how his organization interacts with consumers across multiple digital touch points.

Web Powered Retail: Serving Consumers Where We Find Them

Barry Judge, CMO, Best Buy, discussed how his organization interacts with consumers across multiple digital touch points.

Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR

Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.

Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR

Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.

Get Going with Green: Closing the Sustainability Gap

OgilvyEarth examines the large sustainability gap in China and takes an in-depth look at the differences between the actual behaviors of people versus their claims about sustainable behavior.

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