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There’s a widely held belief in the marketing world that what you knew two years ago is no longer true today. I beg to differ. I believe that marketing, at it’s core, is about one thing and one thing only: communicating your value proposition to the right person in the right way. Strategies, tactics, and …

Not many years ago a video studio could make a living producing video ads for just one or two clients. For campaigns with a heavy retail message they’d spend days producing cuts of the same offer for each television market. They’d probably have several versions for each location, with messages like ‘starts tomorrow’, ‘must end …

I’m keynoting the Brand Innovators Content Marketing Summit Thursday, Oct. 3, and thinking about the connections between what we call content and how customers connect to it. I must admit that what I see confuses me somewhat. Every day brands and marketers spend millions trying to convince consumers to use, keep using, and share their …

Customer relationship analysis for brands is a full-time job. Even after you have all your data, and you have program details and plans confirmed, how do you actually go about acquiring the best types of net new customers at scale? There are three core areas to focus on, which include maturity curves, affinity models and …

It’s 2013. We’re nearing 2014. Today, we can start watching a movie on Netflix on our iPad, pause it, pick it up on our iPhone at the exact same spot, two hours later, and then complete the movie from the confines of our couch, later that evening, via our AppleTV. Impressive, right? Earlier this year, …

Everyone from Helen Keller to King Carl XVI Gustaf of Sweden gets credit for the admonition, “Nobody can do everything, but everyone can do something.” It’s true enough for both people and corporations. But people usually don’t have to debate all that much about exactly what charitable giving they ought to do. You know someone …

When most general managers put together a team, they focus on filling positions. You need a pitcher, a catcher, three outfielders, a 2nd baseman, a shortstop, a 3rd baseman, the 1st baseman and of course a bench of “role” players. They work within the confines of a budget or a salary cap, depending on the …

There’s social media for vanity’s sake and there’s effective content for achieving business goals. At Salesforce.com, we began to make that shift almost a year ago as our goals related to social strategy matured. We need to go beyond vanity metrics (likes and shares) to metrics that mattered to the bottom line of our brand: …

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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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