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Search returned: 94 document(s).

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Kimberly-Clark’s Total Market Approach

Lizette Williams, multicultural marketing leader, North America, at Kimberly-Clark, says that marketing in a multicultural world requires integrating ethnic insights into all communication strategies.

For JetBlue, T-Mobile And Bank Of America, Growth Means Redefining The Reviled

Companies like JetBlue, Bank of America and T-Mobile have had to radically change their brands, processes and communications to get some respect and — dare one say it — affection.

Cisco Broadens Its Brand Position

Blair Christie, senior vice president and chief marketing officer at Cisco, discusses changes in the company's corporate strategy.

Rexona Move — The World’s Longest Relay Race

Rexona launched a cause-based campaign on social and mobile media to engage young Malaysian women and encourage them to “sweat for a good cause.”

5 Steps to Data-Driven Marketing: A Guide to 5 Webcasts

Includes links to the Webcasts, <i>1. Get Smart, Get Strategic, 2. Tear Down the Silos, 3. Untangle the Data Hairball, 4. Make Metrics Your Mantra, and 5. Process is the New Black</i>

Elevating Marketing at Microsoft

CMO Chris Capossela has witnessed several transformational changes in the business of marketing at Microsoft over the past 22 years.

Clear Brand Positioning: A Winning Characteristic

Marketing2020 found that winning organizations have a clearer brand positioning and higher internal brand engagement relative to underperformers.

Real-Time for Retail: Why Acting Quickly Matters in Search

Armed with smartphones and tablets, consumers are searching all day, every day, providing millions of moments of discovery and research.

The "Drink Up" Campaign Made a Measurable Difference

Can an ad campaign influence consumers to buy more water? According to a new study by Nielsen Catalina Solutions (NCS), it can—but only if done right.

Reaching a Narrow Audience: Optimizing Campaigns with Valuable Insights

Reaching any desired audience is always a bit of a challenge for marketers, particularly amid an ever-fragmenting media landscape.

Chevrolet Helps Awaken the Dream of a King

Chevrolet shared how TV, print, and digital amplified awareness of a campaign, while experiential and social created a conversation about how to apply the lessons of Dr. Martin Luther King to modern-day life.

Brand Purpose Fuels Growth and Brand Consistency

Marketing2020 research also shows that, relative to their peers, brands with a purpose significantly over-perform in multiple performance indicators.

The Profit-Driven Marketer: Setting a New Standard for Performance

In this guide, we identify the main pillars of profit-driven marketing—recognizing value, targeting outcomes and capturing demand—to help you achieve a better bottom line.

Wind for Prosperity

Vestas used media partnership, influencer engagement, and social sharing to launch its clean energy initiative “Wind for Prosperity.”

Windbikes

GE used “Windbikes” to communicate the ease of producing renewable energy to politicians in Berlin in hope of reinvigorating their enthusiasm for clean energy.

The Last Meal

Amnesty International shifted public opinion on capital punishment by using tray liner ads to reach food court diners.

MasterCard’s Stand Up to Cancer Program

Elaine Lawson, vice president of U.S. digital marketing at MasterCard Worldwide, discussed how MasterCard leveraged digital and social media channels to #DoGood in support of the company’s partnership with Stand Up to Cancer.

City Year Reaches Millennials Through Social Media

Gillian Smith, chief marketing officer at City Year, shared key lessons learned, and insights on how its message resonated with Millennials and drove significant increases in awareness among the influential group through social media.

#HonorTheFallen

USAA successfully used promoted tweets and keywords to join online conversations around Memorial Day and to encourage social media users to #HonorTheFallen.

Real Beauty Sketches

Dove used sketches to help women realize just how beautiful they are while also making real beauty a global topic of discussion.

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