Brand Management

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The Role of Brand in Creating Successful Integrated Marketing Campaigns

Tim Cunningham, senior partner at Lippincott, San Francisco, discussed how to leverage your brand to create deeper engagement in your integrated marketing campaigns.

Brown-Forman’s Digital Journey

Ted Hissey, senior vice president, consumer planning, innovation and global marketing services at Brown-Forman Corporation, discussed the company’s digital marketing strategy and organization. Case studies about how Brown-Forman crafted the digital identities of Jack Daniel’s and Southern Comfort were also shared.

Brown-Forman’s Digital Journey

Ted Hissey, senior vice president, consumer planning, innovation and global marketing services at Brown-Forman Corporation, discussed the company’s digital marketing strategy and organization. Case studies about how Brown-Forman crafted the digital identities of Jack Daniel’s and Southern Comfort were also shared.

Decision Analyst Inc.: Positioning White Paper

This white paper from Decision Analyst Inc. highlights how marketers can utilize research methods to achieve optimal brand positioning.

Key Findings Report: 2012 Global Brand Equity Survey

This Key Findings Report includes results from the 2012 Global Brand Equity Survey. The objective of this survey was to better understand the strategy and implementation of global brand marketing efforts.

Research Report: 2012 Global Brand Equity Survey

This Research Report includes findings from the 2012 Global Brand Equity Survey. The objective of this survey was to better understand the strategy and implementation of global brand marketing efforts.

Del Monte: Using Social Media to Reposition a 100-Year-Old Brand

Gina Squara, digital strategy director at Del Monte Foods, discussed how Del Monte leveraged social media to strengthen their 100-year-old brand.

Key Findings Report: 2013 ANA Marketers’ Top Concerns Survey

This Key Findings Report includes results from the 2013 ANA Marketers’ Top Concerns Survey. The objective of this survey was to gain critical insights into which of twelve topics senior marketers consider to be of the greatest concern to them personally looking ahead to 2013.

Searching for the Sweet Spot

By employing innovation in the battle for brand relevancy and cultural saliency, Coca-Cola marketer and ANA board member Alison Lewis is helping her iconic company to thrive. Lewis, Coca-Cola’s senior vice president of marketing in North America, also offers five tips for marketers.

PowerPresentation: 2012 Global Brand Equity Survey

This collection of data charts represents findings from the 2012 Global Brand Equity Survey. The objective of this survey was to better understand the strategy and implementation of global brand marketing efforts.

Turning Brand Advocates into Content Creators

Rob Fuggetta, founder & CEO at Zuberance, a company that manages and powers brand advocate programs, discussed how brands are capitalizing on content created by brand advocates to build their businesses.

Turning Brand Advocates into Content Creators

Rob Fuggetta, founder & CEO at Zuberance, a company that manages and powers brand advocate programs, discussed how brands are capitalizing on content created by brand advocates to build their businesses.

Think Like Zuck: Five Business Secrets of Success

Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.

Think Like Zuck: Five Business Secrets of Success

Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.

Think Like Zuck: Five Business Secrets of Success

Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.

Patagonia: Sustaining a Valuable Brand by Protecting Our Common Ground

Vincent Stanley, vice president, marketing, Patagonia Company, discussed how the renowned outdoor clothing and equipment company has led the way in sustainability since its founding.

Reckitt Benckiser: Partnering with Consumers to Impact Sustainability

Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.

Reckitt Benckiser: Partnering with Consumers to Impact Sustainability

Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.

Krispy Kreme: Reaching Millennials through Integrated Marketing

Executives from Krispy Kreme and Barkley (its agency) discussed how Krispy Kreme integrated its brand icons into social media, online, and mobile programs aimed at Millennials.

Dell’s Approach to Branding for B-to-B Marketers

Mary Ellen Dugan, executive director global brand and advertising, Dell, discussed Dell’s journey to reinvigorate its brand, which started with 9,000 customer interviews and culminated in a holistic, purpose-driven brand rolled out across the organization and around the globe.

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