Brand Building
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Semprae: How to Market a Product You Can’t Talk About
Rachel Braun Scherl, founder of Semprae Laboratories, Inc., discussed the challenges in marketing Zestra, a female sexual health product, in a very limited and highly regulated environment.
Think Like Zuck: Five Business Secrets of Success
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
Think Like Zuck: Five Business Secrets of Success
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
Think Like Zuck: Five Business Secrets of Success
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
The Antidote to CRM
This article from Hornstein Associates breaks down recently completed email responsiveness research.
Changing Identity
It’s a brave new world for brand design. Learn how Jet Blue, Method, and BMW have used design to create strong brand identities.
The Brand Refresh
Alan Marks, eBay’s senior vice president of global communications, chatted with Su Mathews, senior partner at Lippincott, about how the two developed eBay's new positioning and look.
The New Brand Steward
In today’s new media world, it’s impossible to simply message your way to strong improvement. Are CMOs primed to champion their brands?
Consolidated Edison: Consumer Insights Lead to Collaborative Energy-Efficient Campaign
Adrianne Ortizo, program manager, residential and small business solutions energy efficiency and demand management programs, Consolidated Edison, Inc., and Mei Shibata, chief strategy officer, ThinkEco, discussed the energy company’s promotion of smart air conditioning technology in New York City.
Consolidated Edison: Consumer Insights Lead to Collaborative Energy-Efficient Campaign
Adrianne Ortizo, program manager, residential and small business solutions energy efficiency and demand management programs, Consolidated Edison, Inc., and Mei Shibata, chief strategy officer, ThinkEco, discussed the energy company’s promotion of smart air conditioning technology in New York City.
Patagonia: Sustaining a Valuable Brand by Protecting Our Common Ground
Vincent Stanley, vice president, marketing, Patagonia Company, discussed how the renowned outdoor clothing and equipment company has led the way in sustainability since its founding.
Reckitt Benckiser: Partnering with Consumers to Impact Sustainability
Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.
Reckitt Benckiser: Partnering with Consumers to Impact Sustainability
Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.
Seventh Generation: Sustainability 3.0
Joey Bergstein, chief marketing officer, Seventh Generation, discussed how Seventh Generation connected successfully with consumers to become the number on green brand in the U.S. in 2011.
Seventh Generation: Sustainability 3.0
Joey Bergstein, chief marketing officer, Seventh Generation, discussed how Seventh Generation connected successfully with consumers to become the number on green brand in the U.S. in 2011.
The Evolution of the Green Consumer
Jack Neff, business writer and editor, Advertising Age, discussed how consumer interest in green products may be waning.
The Evolution of the Green Consumer
Jack Neff, business writer and editor, Advertising Age, discussed how consumer interest in green products may be waning.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Executives from Krispy Kreme and Barkley (its agency) discussed how Krispy Kreme integrated its brand icons into social media, online, and mobile programs aimed at Millennials.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Executives from Krispy Kreme and Barkley (its agency) discussed how Krispy Kreme integrated its brand icons into social media, online, and mobile programs aimed at Millennials.
Case Study: Purex’s ‘Shock and Awe’ at Walmart
Steven Decker, president, Zooka Creative, and Stephen Koven, director of marketing, Henkel Consumer Goods, Inc., shared a case study on the launch of Purex’s natural, crystal-based fabric softener.
