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Strong brand perceptions are based on what a brand <i>does</i>, not what it <i>says</i>.
JetBlue takes a values-based, challenger approach to brand communication.
This report describes various ways brand managers can harness the power of sharing to develop more effective brand engagement campaigns.
The beverage giant has been trying a host of different digital programs focused on delivering a range of Millennial-facing curated content around things like music, art, film, and sports.
The Coca-Cola Company used a mobile app to give vending machine customers the personal experience of a neighborhood coffee shop.
To engage its audience, Lincoln partnered with Edition29 and created a 20-page interactive brochure to highlight product features and reach the affluent target.
To launch the new SONY 4K Ultra TV, the brand partnered with Amazon and integrated consumer reviews into its advertising.
Walgreens offered incentives for consumers to sync their fitness apps or wearables to its Balance Rewards loyalty program.
The NCAA March Madness Live app offered live video feeds, social integration, and instant replay abilities to fans across multiple devices.
JetBlue designed a voice-activated rich media banner ad for mobile to connect with frequent flyers.
Nike’s “Win the Hour” program integrated with its FuelBand SE wearable and strengthened the brand’s one-on-one relationship with consumers.
A Brazilian building materials retailer designed an interactive tablet ad unit to surprise magazine readers.
To stop sneaker speculation in Hong Kong, Nike created an online mobile Locker Room that provided avid fans with unique content and perks, including the opportunity to preorder the latest products.
Coke and pizzeria franchise Mellow Mushroom teamed up to drive beverage sales by engaging restaurant guests with a mobile game and sweepstakes.
OMO developed a mobile rewards campaign to encourage and reward loyal consumers.
An app drove brand loyalty by offering rewards and upgrades to Samsung device owners at select entertainment events.
The FamilyShare Network created mobile video content to mark the one-year anniversary of Sandy Hook in order to promote hope around the world.
Anheuser-Busch shared why a brand story is more important than random content, especially in a world replete with content — what really counts is content that systematically and insightfully builds the brand long-term.
CMO Source illustrated examples of how strong brands have succeeded by building their brand promises around meaningful ideas.
By focusing on the emotional aspects of traveling, Expedia was able to differentiate itself from its competition in a category that had become highly commoditized and price-driven.