Where Brand Marketers Come to Learn, Comment and Connect

As Breast Cancer Awareness Month kicked off on Tuesday, there was no shortage of brands devoting their creativity and expertise to charity. Brands from Astra-Zeneca to the NFL to Harley-Davidson have supported “Pinktober” with major initiatives. However, you would be hard-pressed to find one more innovative than Estee Lauder’s. “Every year we have used a …

Kenneth Cole – the brand and the man – is putting a new spin on integrated media. Instead of defining the term “integrated” by the merging of online and offline marketing, this new effort combines book publishing with various uses of digital media. The result is an innovative approach to luxury branding. Cole has collaborated …

QVC is taking consumer engagement in-house. The TV shopping and e-commerce brand announced today that is launching its own social shopping platform, called toGather. toGather is being billed as an online “gathering place” that brings together QVC’s customers, personalities and brands. It will be a platform where the brand can manage its online relationships and …

Social media goes macho. That might be a good tag for the new Ram Truck brand campaign. The Chrysler division is putting the cap on a year in which the Ram 1500’s was named the Motor Trend’s “Truck of the Year” and achieved a sales streak of 40 consecutive months of year-over-year sales growth. The …

To say it is a trying time to be an insurance brand is an understatement. On Tuesday, October 1 more than 14 million Americans can switch their insurance providers by taking joining one of the insurance exchanges that will exist as a result of the Affordable Care Act. One insurance trade group’s research says that …

Gap’s fall global marketing campaign was announced today with an emphasis on cross-screen marketing, online video and promoted Tweets. Called “Back to Blue” the campaign in based on the launch of two videos that reinforce the idea of expressing one’s authentic self, each spot features a contemporary musician, who for the first time is recording a …

In some ways the current state of fashion branding is defined by the magazine most closely identified with fashion brands: Vogue. In the midst of a supposed print downturn, an economic lethargy, and a digital marketing juggernaut, the September 2013 issue of Vogue carried more advertising than any edition in the past five years, at …

Absolut is among a handful of brands that have Andy Warhol in their DNA. He designed its first print campaigns 30 years ago. So when it announced its new brand campaign earlier this week, the bar had already been set at a high level. Called “Transform Today” the new brand campaign, aims to connect with …

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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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