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Ice Bucket Challenge: Viral Marketing Sensation

A simple online challenge created a viral sensation that transformed the fortunes of the ALS Association.

Honeywell User Experience

Many people think managing the "customer experience" has something to do with placating clients, or perhaps tweaking products after release. Honeywell International approaches the customer experience in a whole different way, starting with product inception and design, through marketing and sales, to installation.

Hilton Worldwide: Bringing Choice and Control to Travel

Hilton Worldwide is giving consumers personalized experiences through social, digital, and a mobile app.

What It Takes to Win with Customers

The days of defining winning by considering only your own P&L are over. Leading B-to-B companies are focused on making their customers more money than their competitors and getting their fair share of that profit.

Experiences Define Success in 7th Era of Marketing

Marketers need to move a step beyond traditional relationship marketing to a model that emphasizes the creation and management of valuable customer experiences, write coauthors Carla Johnson and Robert Rose in their new book Experiences: The 7th Era of Marketing.

Perspectives on Orchestrating Customer Experience

To create an ideal customer experience, brands must consider focusing on the brand itself, before the transaction, personalizing the customer journey, and segmenting customers.

Crafting a Compelling and Unique Value Proposition

Includes examples from Samsung, American Airlines and Barclays.

Customer Segmentation in the Age of Big Data

Digital technology and “Big Data” are changing the way we comprehend brands, increasingly through multiple channels and in multiple ways.

Measuring the Consumer Decision Journey

Microsoft shared a new consumer-centric approach to multiscreen marketing and measurement.

Branding: Making a Name For Yourself

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

MINI Drives Content Creation and Brand Experiences

MINI worked with Buzzfeed to develop digital content that could amplify an annual road trip event.

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.

Starwood Brings Real-World Experience to Mobile

Starwood has been an innovator in the mobile space, partnering with companies like Apple to deliver personalized guest experiences.

Dairy Queen: Innovation Through New Products, Marketing, and In-Store Design

Dairy Queen shared best practices and case studies behind recent new product launches, promotions, and restaurant design, all of which was inspired by the insight that Dairy Queen made “Fan Food, Not Fast Food.”

Measure What Matters Most: A Marketer's Guide

This guide looks at the four tenets of measurement-focused marketing in an attempt to make sense of today's complex customer journey.

MXM Content Marketing Case Studies

MXM shared a content marketing methodology and an overview of how Kraft uses content.

The Next Chapter in Walmart’s Multicultural Journey

Walmart shared how, through a collaborative total market approach to advertising, it was able to increase business in the general market while simultaneously engaging multicultural consumers on an emotional level.

Building Brands and Driving Sales in Today’s Multicultural World

Dunkin’ shared best practices and learnings from its transition to a total market approach to consumer engagement, and discussed how integrating multicultural marketing into the general marketing strategy allowed the brand to expand its business.

Millennials Misperceived As Self-Entitled- Value Experiences Over Materialism

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.

A Relationship Is More Than A Moment

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.

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