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Discover the bold moves that can energize a brand’s purpose and accelerate results.
American Giant shared how communicating its brand values via social media led to deep engagement with Millennials and an article that changed the brand.
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.
Based on the insight that people want to support companies that make a difference, American Standard’s “Flush for Good” campaign tied the brand’s performance to its cause.
Based on the insight that people want to support companies that make a difference, American Standard’s “Flush for Good” campaign tied the brand’s performance to its cause in this video.
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.
Blair Christie, senior vice president and chief marketing officer at Cisco, discusses changes in the company's corporate strategy.
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.”
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>
CMO Chris Capossela has witnessed several transformational changes in the business of marketing at Microsoft over the past 22 years.
Marketing2020 found that winning organizations have a clearer brand positioning and higher internal brand engagement relative to underperformers.
Armed with smartphones and tablets, consumers are searching all day, every day, providing millions of moments of discovery and research.
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 any desired audience is always a bit of a challenge for marketers, particularly amid an ever-fragmenting media landscape.
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.
Demonstrating humanity during the divisive 2012 presidential election, JetBlue provided its customers Election Protection – a proposition that called people’s bluff on the popular joke: If [my candidate] doesn’t win, I’m leaving the country.
Demonstrating humanity during the divisive 2012 presidential election, JetBlue provided its customers Election Protection – a proposition that called people’s bluff on the popular joke: If [my candidate] doesn’t win, I’m leaving the country. At a time when nearly half the country risked losing big, the brand gave them an escape route and a reason to smile.
Marketing2020 research also shows that, relative to their peers, brands with a purpose significantly over-perform in multiple performance indicators.
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.
Vestas used media partnership, influencer engagement, and social sharing to launch its clean energy initiative “Wind for Prosperity.”