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Branding: Making a Name For Yourself

Without a fundamental value proposition targeted at an identifiable market, branding will not create a Brand.

A Strategic Approach Toward Optimizing a Brand Portfolio

Brand portfolio strategy is an approach toward establishing (future) and managing (current) a portfolio of brands in a coordinated way.

Starbucks Serving Up High-End 'Tasting Rooms,' Food, Alcohol And App Ordering

Company “aims to double sales from its food business in the U.S. over the next five years and become more of an evening food-and-wine destination..."

The Anatomy of a Growth Guru: Best Practices in Driving Sustainable Business Growth

FullSurge conducted research with a broad spectrum of marketing executives, comparing top performers, “Growth Gurus,” to all others.

NBA Inspires and Connects with the Total Market

The NBA described its total market approach and offered five tips for executing total market successfully.

Award-Winning Case Study: ZYRTEC’s "Muddle No More”

ZYRTEC shared an award-winning case study on gaining share and differentiation on a challenger budget.

MillerCoors: Integrated Cross-Functional Agency Management

MillerCoors takes an integrated approach to cross-functional agency management.

In U.S. Retail, Brand Equity Drives Where Consumers Fill Their Baskets

As channels expand, information levels intensify and new behavioral norms take hold, retailers and consumer product companies need to understand what drives people to stores, how to capitalize on the money consumers spend on each trip, and how to keep customers loyal.

Mid-Funnel is the Digital Playground

Strong brand perceptions are based on what a brand does, not what it says.

From Purpose to Purchase: How American Standard Proved the Power of a Toilet

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.

Turning B-to-B into Me-to-B: How Grainger Created an Emotional Connection to a Rational, Technical World

Grainger shared how establishing an emotional connection with its customers allowed the brand to shift its perception from parts supplier to true partner.

From Purpose to Purchase: How American Standard Proved the Power of a Toilet

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.

Turning B-to-B into Me-to-B: How Grainger Created an Emotional Connection to a Rational, Technical World

In this video, Grainger shared how establishing an emotional connection with its customers allowed the brand to shift its perception from parts supplier to true partner.

How Does America’s No. 1-Selling Greek Yogurt Brand Maintain Its Leading Position?

Chobani has embraced innovation and marketing to maintain its leadership position.

How Does America’s No. 1-Selling Greek Yogurt Brand Maintain Its Leading Position?

In this video, Peter McGuinness, chief marketing and brand officer at Chobani, discusses how the company has embraced innovation and marketing to maintain its leadership position.

Transforming Microsoft

Microsoft shared six priorities for transforming into a mobile-first, cloud-first marketing department.

How Nissan Is Building Global Brand Power

Nissan has built brand value through integration, creativity, and sponsorship strategies.

Navigating the New Customer Journey

Cisco’s B-to-B marketers have shifted focus from promotion to engagement, aligning with sales to drive volume, velocity, and value.

JetBlue: Life as a Challenger Brand

JetBlue takes a values-based, challenger approach to brand communication.

Navigating the New Customer Journey

In this video, learn how Cisco’s B-to-B marketers have shifted focus from promotion to engagement, aligning with sales to drive volume, velocity, and value.

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