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Talk about mega-trends. As Brand Innovators kicked off its Mega-Trends Summit at AOL this morning, the host company made a major announcement that could affect how brands access programmatic buying. AOL, Microsoft Corp. and Yahoo on Tuesday announced that they have each committed to converge around a common set of API specifications for their premium …

With a smaller audience scale to target, BtoB brands have a different mission on social media. But that doesn’t mean their mission is any less critical than BtoC. A recent report from Boston-based Ko Marketing does an excellent job of analyzing each platform for strategies and expected results. Says the report: “As social media platforms …

We’re gearing up for our Brand Innovators BtoB Summit next Monday in NYC at SAP. One of the verticals that has committed on some levels to digital marketing, but not committed on others is financial services. On a BtoB level, several new research reports show that banks and BtoB marketing need to become more sophisticated …

Imitating the government can help you innovate. For real. For 50-plus years, the Pentagon’s Defense Advanced Research Projects Agency (DARPA) has produced innovations that include the internet, RISC computing, global positioning satellites, stealth technology, “drones,” and micro-electro-mechanical systems (MEMS), which are now used in everything from air bags to ink-jet printers to video games like …

There are several ways to measure brand equity. But no matter whether you go to a straight PtoE valuation or index by sales and consumer awareness, one brand wins. Apple won again today as the well-respected Eurobrand research company found it to have the highest brand equity measure in the EU and the US by …

The next great brand might come from a competition. And not “Shark Tank.” Several BtoB brands are sponsoring the Network For Teaching Entreprenurship and its annual World Series of Innovation (#WSI). Microsoft is the chief presenter. It invites teams of young people “around the world to think creatively and invent new products or services that …

Even the colors and cuts of fashion have a big data component. As New York Fashion Week hits its last few days, the data behind the runway is starting to show itself. Today the WSJ ran a look this data play and found that “The forecasting companies offer analysis of fashion shows, data on the …

Forrester research analyst Tracy Stokes has marked her return from summer with some excellent work on brand equity metrics. In a blog posted earlier this week, she encourages brand marketers to go beyond brand awareness, consideration and purchase intent to measure brand health. Social chatter, she believes, may have dislodged those pillars of traditional equity. …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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