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Brands as Publishers

The digital revolution and rise of the Millennial generation have substantially impacted the marketing landscape. Increasingly, brands are venturing beyond the traditional methods of advertising by creating engaging content without sales pitches to increase brand affinity. The ANA shares the different approaches brands are taking to becoming publishers, and how valuable content can be leveraged to create and enhance the brand/customer relationship.

American Licorice Finds Its Sweet Spot with Earned Reach

American Licorice shared how its brands have generated cross-platform engagement and earned reach on limited budgets.

MillerCoors Drives Digital Innovation with the Startup Community

MillerCoors shared a user-generated content case study and its approach to working with the startup community.

Mobile's Best Brands: Walgreens, Home Depot, L'Oreal, Sephora

A digital think tank names the eight brands that were the best in the business for 2014, across four different categories.

Outback Steakhouse Menu Innovation and Consumer Engagement

From the first Moonshine cocktail tasting in the Outback Test Kitchen to the 360-degree marketing plan, Outback Steakhouse shared its journey of Moonshine BBQ in its restaurants.

Walmart, Best Buy, Home Depot Most Efficient Advertisers

All retailers started banging the Black Friday drum earlier this year. These companies got the most response to their calls.

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.

Maximizing Mobile’s Impact in the Marketing Mix

The Mobile Marketing Association shared initial results from a study on mobile’s role in the marketing mix.

The Future of Programmatic: When the Art & Science of Advertising Collide

PulsePoint and Digiday surveyed over 335 industry professionals on both sides of the buy/sell aisle, from agencies to brands and publishers.

Digital Advertising Guide

Wrap your head around online advertising, banners ads & specs, search ads, social ads, mobile ads, ad serving, online targeting,online metrics and more in this comprehensive guide.

Intercontinental Hotels Group: Building Brand Preference by Creating Moments of Trust

InterContinental Hotel Group (IHG) discussed how globalization, localization, and personalization have shaped the customer experience, and allowed the brand to build brand affinity and trust.

NBA Inspires and Connects with the Total Market

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

NBA Inspires and Connects with the Total Market

In this video, the NBA described its total market approach and offered five tips for executing total market successfully.

Juntos Disfrutamos Más

PepsiCo. used Spanish-language radio ads to promote its products for U.S. Hispanic family gatherings.

Brand Activation Law: The Creative Interplay of Promotion Marketing and Advertising

An overview of the challenges marketing and advertising lawyers can face around brand activation law.

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.

Mid-Funnel is the Digital Playground

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

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.

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 Nissan Is Building Global Brand Power

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

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