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  • A Playbook for Discovering Brand Purpose

    Industry Insights   July 11, 2019  

    Establishing and activating brand purpose is a significant industry challenge. A new playbook from the ANA Center for Brand Purpose provides guidance for uncovering the “why” of a business.

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  • Purposeful People Series: Helena Barbour

    ANA Magazine   July 5, 2019  

    Patagonia’s VP of global sportswear sees a bright future for recycled fabrics and fair trade practices.

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  • Why All Brands Must Take a Stand

    Forward   June 27, 2019  

    Consumers don’t want a generic crisis response. They want a firm stance. This means not just being reactive; taking a stand on a values-related issue creates a clear point of difference, helping a brand distinguish itself from the competition, new research shows. For B2B brands, it’s time to take a stand.

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  • Building a Movement, Not a Moment

    ANA Magazine   June 25, 2019  

    Broadening the representation of female artists and producers in the entertainment industry? That’s music to Jennifer Breithaupt’s ears. In this Q&A, Breithaupt, global consumer banking CMO at Citi, discusses her company’s participation in the #SeeHer initiative, its launch of #SeeHerHearHer, how Citi uses its sponsorships to drive greater inclusiveness in the music industry, and more.

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  • How to Manage Brand Reputation

    ANA Magazine   June 14, 2019  

    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.

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  • The Pioneering CMO

    Forward   June 13, 2019  

    Pioneering CMOs are using new approaches to marketing that put the customer at the forefront and are achieving business results that demand the C-suite take note. Here, according to research by Accenture Interactive, is how they’re doing it.

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  • The Power of Purpose In A Post-Digital Age

    Insight Briefs   June 10, 2019  

    This Insight Brief provides marketers with resources for building a genuine brand purpose and shares best practices from brands that have successful merged purpose and mission into one.

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  • Purposeful People Series: George McKerrow

    ANA Magazine   May 31, 2019  

    The longtime business partner of Ted Turner and CEO of Ted’s Montana Grill leads efforts to champion sustainability, from pasture to plate.

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  • Turning Purpose into Action with Experience Management

    Public Videos   May 29, 2019  

    Marketers can create customer-first brands by combining experiential and operational data.

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  • Brand Purpose at NewYork-Presbyterian Hospital

    Event Recaps   May 21, 2019  

    NewYork-Presbyterian Hospital displays its purpose through varied marketing and communications efforts to connect with its patients, doctors, employees, and local communities.

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  • Establishing Brand Relevance Through Purpose

    Event Recaps   May 21, 2019  

    Outdoor sports retailer Orvis has remained relevant in the digital age by establishing a more meaningful brand position and increasing its investment in purpose-driven initiatives.

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  • Twitter’s Role in Advancing Brand Purpose

    Event Recaps   May 21, 2019  

    Numerous brands have used Twitter to unite purpose and profit by starting culturally relevant conversations to reach audiences.

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  • Bringing Purpose to Disabled American Veterans

    Event Recaps   May 21, 2019  

    With nearly 1.3 million members, DAV (Disabled American Veterans) is dedicated to a single purpose: empowering veterans to lead high-quality lives with respect and dignity.

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  • The Truth About Brand Purpose

    Event Recaps   May 21, 2019  

    A panel of marketers shared their views and insights on the power of building a purpose-driven brand.

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  • Empathy Based Marketing — More Critical Than Ever

    Public Videos   May 16, 2019  

    Talking about purpose has to be accompanied by taking action that’s authentic to your brand.

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  • How L.L. Bean Delivered Proof on Brand Promise

    Event Recaps   May 16, 2019  

    As part of its “Be an Outsider at Work” movement, L.L. Bean created the first outdoor coworking space to rethink the traditional office environment.

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  • The Barbie Evolution

    Public Videos   May 16, 2019  

    Mattel is investing in long-term activation for Barbie through commitments to brand purpose, shared values, and bold risks.

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  • How L.L. Bean Delivered Proof on Brand Promise

    Session Videos   May 16, 2019  

    In this video, learn how, as part of its “Be an Outsider at Work” movement, L.L. Bean created the first outdoor coworking space to rethink the traditional office environment.

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  • Thank Your Role Model

    REGGIE Awards   May 15, 2019  

    Chevron undertook a campaign to promote women in STEM careers.

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  • Living Out a Brand Purpose

    Event Recaps   May 15, 2019  

    Sallie Mae advised organizations on how to identify their brand purpose and then evoke it with their marketing.

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