Brand Building

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A Movement, Not a Message: Creating Real Momentum in Positioning Your Brand

John Marshall, senior partner, global director of strategy at Lippincott, discussed six ways marketing can create an internal movement to drive brand leadership externally.

A Movement, Not a Message: Creating Real Momentum in Positioning Your Brand

John Marshall, senior partner, global director of strategy at Lippincott, discussed six ways marketing can create an internal movement to drive brand leadership externally.

Foreign Language Translation Best Practices for Multicultural Marketers

Matthew Rodano, vice president, client relations at The LanguageWorks, Inc., discussed best practices for marketers when executing content in foreign languages.

MillerCoors’ Path from Idea to Commercialization in Launching Two New Brands

Scott Meek, director, brand innovations at MillerCoors, and Andrew Zrike, manager, new product innovations at MillerCoors, discussed MillerCoors’ journey from idea to commercialization in launching the brand’s newest beverages, Third Shift and Redd’s Apple Ale.

Rite Aid Drives Customer Loyalty Through Technology Innovation

John Learish, senior vice president of marketing at Rite Aid, and Tony Bucci, chairman of MARC USA, discussed how Rite Aid has worked to differentiate itself in the crowded and competitive drugstore category.

Rite Aid Drives Customer Loyalty Through Technology Innovation

In this presentation, John Learish, senior vice president of marketing at Rite Aid, and Tony Bucci, chairman of MARC USA, discussed how Rite Aid has worked to differentiate itself in the crowded and competitive drugstore category.

Onsite Insight: Andy Wiedlin on the Brand Benefits of Buzzfeed

Andy Wiedlin, Chief Revenue Officer, BuzzFeed discusses how the company encourages brands not to run banners on their website but to create content that people can find, share, and like with their friends, which is a great opportunity for brands to create and generate true word-of-mouth marketing.

Onsite Insight: IHG’s Larry Light on Brand Leadership, Customer Service, and More

Larry Light, chief brands officer at InterContinental Hotels Group discusses brand leadership marketing, where leaders influence, inspire, and educate every function of the company with the objective of building brand preference.

Building the Ultimate Marketing Machine

Kimberly Orton, partner and managing director, New York at Effective Brands, and Michael Senackerib, SVP and CMO at Campbell Soup Company, discussed how Campbell’s is positioning itself for growth.

Honest Tea Drives Growth Through Authenticity and Social Responsibility

Seth Goldman, president and TeaEO of Honest Tea, discussed how an entrepreneurial team of true believers leveraged innovative brand marketing and a socially-conscious vision to build a national brand.

How Lincoln Financial Put America in Charge

Jamie DePeau, senior vice president and chief marketing officer at Lincoln Financial, and Keith Turco, president of gyro NY, discussed the concept and implementation of the company’s “Chief Life Officer” integrated campaign, with its rallying cry, “You’re In Charge.” Also explained was how the concept was variously translated into national and business print advertising, posters in public spaces, online advertising (including social networking), and television commercials targeted to a range of demographic segments.

How Lincoln Financial Put America in Charge

Jamie DePeau, senior vice president and chief marketing officer at Lincoln Financial, and Keith Turco, president of gyro NY, discussed the concept and implementation of the company’s “Chief Life Officer” integrated campaign, with its rallying cry, “You’re In Charge.” Also explained was how the concept was variously translated into national and business print advertising, posters in public spaces, online advertising (including social networking), and television commercials targeted to a range of demographic segments.

Cleveland Clinic: Building a Global Brand

Cynthia Galbincea, executive director, marketing communications at Cleveland Clinic, discussed how the team has successfully utilized a paid, owned, and earned media strategy to increase brand awareness and engagement.

Cleveland Clinic: Building a Global Brand

Cynthia Galbincea, executive director, marketing communications at Cleveland Clinic, discussed how the team has successfully utilized a paid, owned, and earned media strategy to increase brand awareness and engagement.

Denny’s: Rejuvenating an American Icon

Frances Allen, executive vice president, global brand strategy and chief marketing officer at Denny’s Inc., discussed how Denny’s has revamped its marketing and brand strategy to reflect its new positioning as America’s Diner.

Denny’s: Rejuvenating an American Icon

Frances Allen, executive vice president, global brand strategy and chief marketing officer at Denny’s Inc., discussed how Denny’s has revamped its marketing and brand strategy to reflect its new positioning as America’s Diner.

Discover How Gap Is Back in Style with Millennials

Seth Farbman, global chief marketing officer at Gap Inc., discussed how Gap is back in style with Millennials, its target customers.

Discover How Gap is Back in Style with Millennials

In this presentation, Seth Farbman, global chief marketing officer at Gap Inc., discussed how Gap is back in style with Millennials, its target customers.

InterContinental Hotels Group: Leading a Global Marketing Transformation

Larry Light, chief brands officer at InterContinental Hotels Group, discussed how building brand preference is the company’s new business mission.

Procter & Gamble’s Tide: Newsdesk Marketing

Sundar Raman, marketing director, North America fabric care at Procter & Gamble, discussed the Tide Newsdesk and how it has helped build the Tide brand in real time.

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