Search Marketing Knowledge Center

Company Heritage as the Seedbed of Brand Purpose

Industry Insights May 16, 2024

Even for organizations that are principled and well-intentioned, landing on the right brand purpose to adopt is a significant challenge, carrying with it the potentially disastrous risk of coming off as a hapless poseur, or worse, a cynical opportunist trying to lucratively curry favor with earnest consumers.

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Defending Your Brand: Expert Strategies for Handling Negative Press

Industry Insights May 16, 2024

The dating app Bumble recently launched what it thought would be an engaging new ad campaign promoting a brand redesign. One of the campaign’s key messages argued, “You know full well a vow of celibacy is not the answer.”

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Agile Marketing

ASK Answers May 16, 2024

How can I adopt an agile marketing approach in my organization?

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The Performance Marketing Versus Branding Debate Heats Up

Champions of Growth Podcast May 15, 2024

Lou Aversano, CMO of The Cigna Group, joins host Matthew Schwartz, to discuss the performance marketing versus branded advertising debate heating up throughout B2B precincts, why there’s a growing onus on B2B firms to thread more emotional elements throughout their messaging architecture, and more.

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Creators Move Down Funnel to Performance Marketing

Industry Insights May 15, 2024

Creator marketing has officially moved down funnel and become a true performance marketing channel. Whether they’re paid affiliate commissions, flat fees per post/video, consulting fees, or a combination of the three, today’s creators are motivated to increase their marketing partners’ sales.

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Sonic Branding: Using Music and Audio as a Marketing Tool

ASK Answers May 15, 2024

How can brands use audio and music to reach consumers?

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Why I Have a "Three Scrolls Rule"

Industry Insights May 14, 2024

It’s important to experience your content the way your users are experiencing it. I’ve also known colleagues who have had “secret” or tester accounts. They’ll post content in the secret account first to see how it looks before posting it on the brand account. Your audience is not as invested in your content as you are, so if it doesn’t look good and isn’t compelling to you why would anyone else want to follow you?

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AI Adoption in Marketing — The Game Changer You Can’t Afford to Ignore

Event Recaps May 14, 2024

The adoption of AI for marketing is no longer just an option — it's a necessity. Knotch surveyed over 200 marketing professionals, all involved in the creation or optimization of marketing content, in order to understand how perspectives on AI are shifting, the velocity of AI adoption, and where AI is currently being underutilized for marketing organizations.

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Ranking the Top Ten Most Valuable Brands

Money Slides May 14, 2024

Vanda Pharmaceuticals’ CMO shares a table that quantifies the value of the ten most valuable brands of 2023.

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Defining Your Brand’s Narrative and Mission

Industry Insights May 13, 2024

Globalization has increased every business’s opportunities, but it has also increased their competition. Offering a quality product or service is no longer enough to attract customers, meaning businesses must differentiate themselves from other companies and brands if they want to thrive and succeed, which involves taking steps to define their brand narrative and mission.

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Digital Asset Management: Q&A with David Lipsey of FCx3

Industry Insights May 13, 2024

Ahead of the 2024 ANA Marketing Technology for Marketers Conference, David Lipsey, DAM industry co-founder/strategist, and managing partner, FCx3, explores how AI is shaping the importance of DAM, the opportunities and challenges it presents, and what industry leaders anticipate from this key event.

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The Role of Customer Analytics Throughout the Value Chain: Applying Customer-centric Thinking to Fuel Growth

Knowledge Partners May 12, 2024

This paper explores the opportunities for brands to use customer analytics and the concept of customer centricity as a core business strategy in driving brand experience and growth.

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Marketing News Quiz for May 11, 2024

Marketing News Quiz May 11, 2024

In this week's marketing news quiz: sustainable laundry detergent, the ongoing TikTok legal battle, updated Amazon Prime Video ad formats, and more.

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Key Trends to Watch in Data Privacy

POVs May 9, 2024

Laquan Austion, VP of public policy for the ANA Government Relations team, covers key issues related to data privacy and outlines how the ANA is leading an effort to protect consumer rights while enabling our industry to continue providing enriching experiences.

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How to Build a Brand Universe

Event Recaps May 9, 2024

Marc Simons, co-founder of Giant Spoon, and Emma Rathe, head of event marketing at Reddit, Inc., discussed how to build format-agnostic brand universes that transform your business.

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Real Influence Doesn't Require Being Real

B2C May 8, 2024

Human influencers, move over. Nearly two-thirds of marketers said they are open to teaming up with AI-created virtual influencers, according to a new study. As the trend gains momentum, marketers need to ensure that their AI-driven partners are tightly controlled and sync up nicely with the brand.

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Quantifying the Impact of Creative

Money Slides May 8, 2024

The Hershey Company shares data that demonstrates the influence that creative exerts on metrics such as sales impact, relative to the influence of media and brand.

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Mastering Marketing's New Era, with CPG Marketing Expert Fernando Herrera

Marketing Futures Podcast May 7, 2024

Marketing Futures’ Podcast host Mike Berberich caught up with CPG Expert Fernando Herrera at the 2024 ANA Brand Masters Conference to discuss omnichannel marketing, AI, and the hybrid/remote workforce.

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The Importance of a Brand Purpose Creative Brief

Beyond Profit Podcast May 7, 2024

In this episode of <em>Beyond Profit</em>, purpose and brand marketing expert Hope Freedman joins host Ken Beaulieu to provide her perspective on the brand purpose creative brief and how it can make a positive difference in marketing and advertising.

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