Where Brand Marketers Come to Learn, Comment and Connect

Remember when email had amazing open rates? 30%, 40% even 50%+ was not unheard of in the early days of email. Predictably, competition for the inbox grew and open rates plummeted. The same thing is occurring in social channels and more and more marketers pile in with more and more content. Engagement rates (the equivalent …

  Big data — it’s not just a technological challenge, it’s a cultural challenge, according to SAP Chief Marketing Officer Jonathan Becher. In a keynote presentation at the Brand Innovators Big Data Summit at SAP Global Marketing in New York last month, Becher noted that the technological explosion that has triggered leaps in data collection …

Everyone’s talking about Big Data these days, and it has marketers buzzing with anticipation. In fact, data proliferation is expected to grow from 130 exabytes to 40,000 exabytes by 2020. But what does that really mean for the average business? What’s an “exabyte,” anyway? Well, an exabyte is one quintillion bytes, or one billion gigabytes. …

Every now and again in the brand marketing business you get a chance to see a C-Level executive speak in an unguarded fashion with no product to promote and no agenda to push. At the Brand Innovators BtoB event at SAP on Monday, we had a chance to see CMO Jonathan Becher in just such …

When you look at Jason Moskal’s resume it looks like a long way from Ally Bank to Meineke Car Care. He started as CMO of Meineke in April after a four-year stint at the online banking company. The jump to a car care company is not as far as it looks. For Moskal, Meineke ($900 …

A good brand listens and learns. At SAP this mantra is part of the business model. This week’s Brand Innovators BtoB Summit marks a continuation in its effort to learn about its customers. “We have always talked about the hearts and minds of customers,” says Madhur Aggarwal, Vice President, Strategy, Office of CMO, SAP. “How …

Poppin is one of the best brand stories of the past few years in the e-commerce space. It has taken boring and necessary (office products) it turned the whole category into bright, colorful and optional. You can always go get a new stapler. You would need to go to Poppin to find a Carolina Blue …

You don’t often hear “wearable tech” and “pragmatic” in the same sentence. But Anders Nelson CEO and co-founder or Erogear isn’t afraid to do that. He describes himself as a “high-energy pragmatist with an overactive hypothalamus. 
 I create technology other people aren’t making. Something that is actually new and allows people to connect in …

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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.

  • Twitter
    • Remember... everyone influences someone.
    • In todays Social Age any small business can market themselves by making a "Time" commitment vs a "Capital" commitment.
    • When marketing and engaging, don't just think effective, think appropriate. The upside and downside.
    • A brand will become critically valuable to consumers if they invest their personal brand and resources in it.
    • If Brands create posts that FB users want to see, they'll be shared & generate earned media & engagement... not that complicated.
    • Be there for friends & family, build relationships & do for others w/o expectation of anything directly in return... do it now!
    • Twitter's reach goes way beyond Twitter, beyond signed-up users, & touches many more than reach numbers demonstrate.
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