Chuck Kapelke

Relevance to the consumer — rather than just random giveaways — is at the core of rewards programs for a growing number of brands and organizations.

Colors tend to come into fashion — and fall out. Marketers need to keep an eye on broader trends for insights regarding consumer preferences.

Direct-to-consumer brands put a new and popular spin on delivering products and services — and give traditional brands a run for their money.

Marketers need to ensure that celebrating anniversaries and other major events aligns with the company’s overall goals and objectives.

Read an informative Q&A with Stephanie Rice, enterprise sales marketing manager at Yelp, who explains how marketers can best use the review platform to build brand reputation.

5G is expected to offer unprecedented capacity to support networking across vast numbers of devices — providing marketers with ample opportunities to get their messages out and grow their audiences.

Highly trusted companies, or those with a great reputation, have a 5 percent profit advantage over companies that are not trusted, according to the Edelman Trust Barometer. Marketers and industry experts explain how to manage brand reputation to gain or maintain a competitive advantage.

When CMOs are under the gun to succeed, they are more likely to make choices based on short-term gains rather than long-term strategic growth, causing a vicious cycle that may shrink their tenure even further.

For advertisers struggling to break through to audiences in the era of ad blocking and skipping, rewarded video ads present a promising antidote.

In this exclusive Q&A with the ANA Center for Brand Purpose, Ad Council president and CEO Lisa Sherman discusses the organization’s legacy of harnessing media to tackle important social issues and what it takes to lead an effective purpose-driven campaign.

Savvy companies are increasingly launching sustainability initiatives to meet the standards of environmental watchdogs and conscious consumers and fuel long-term growth. Marketing leaders and other experts weigh in on how to elevate “do good” efforts.