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To create an ideal customer experience, brands must consider focusing on the brand itself, before the transaction, personalizing the customer journey, and segmenting customers.
Includes examples from Samsung, American Airlines and Barclays.
Digital technology and “Big Data” are changing the way we comprehend brands, increasingly through multiple channels and in multiple ways.
Microsoft shared a new consumer-centric approach to multiscreen marketing and measurement.
Without a fundamental value proposition targeted at an identifiable market, branding will not create a Brand.
MINI worked with Buzzfeed to develop digital content that could amplify an annual road trip event.
Brand portfolio strategy is an approach toward establishing (future) and managing (current) a portfolio of brands in a coordinated way.
This guide looks at the four tenets of measurement-focused marketing in an attempt to make sense of today's complex customer journey.
Brands used to need exclusivity and irony to win over consumers. Now, in order to reach the 74.3 million millennials who wield more than $200 billion in purchasing power, brands need to be inclusive and friendly, according to a new report from Mindshare, part of WPP’s GroupM media operation.
The best marketing is based on relationships, which can truly encourage behavior and an emotional response in a way that banner ads, coupon offers and pop-up messages cannot.
Microsoft shared research on consumer needs along the consumer decision journey within the context of health and wellness.
Kraft shared how it reorganized the brand and developed the internal infrastructure and expertise necessary for agile, addressable, data-driven marketing.
In this video, Kraft shared how it reorganized the brand and developed the internal infrastructure and expertise necessary for agile, addressable, data-driven marketing.
Cisco’s B-to-B marketers have shifted focus from promotion to engagement, aligning with sales to drive volume, velocity, and value.
JetBlue takes a values-based, challenger approach to brand communication.
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.
In this video, JetBlue takes a values-based, challenger approach to brand communication.
Customer loyalty isn’t dead, it’s just different. With the proliferation of channels, media, and products, brands must work harder to keep customers coming back. The ANA shared how some innovative brands leverage mobile and social media, as well as customized ads and experiences, to form meaningful, lasting consumer relationships.
This report describes various ways brand managers can harness the power of sharing to develop more effective brand engagement campaigns.
Read this how-to guide to learn how to use journey maps to develop a better content strategy.