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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: …

By now, even the most traditional of CEOs will have realised this: The corporate sustainability movement is here to stay, and is gaining in importance every day. It has acquired a civil voice, driven by advocacy groups and NGOs, and public scepticism and discontent with the behaviour of brands can no longer be faced with …

Intel Ambassadors are chartered with building Intel brand loyalists internally and externally by connecting people personally and emotionally to what’s inside the heart and soul of Intel through our social and technological innovations. Ambassadors are the voices of our unified brand story that reveal to the world what we stand for and why they should …

You’ve heard of real-time bidding. Kabbage wants to establish real-time funding. Headquartered in Atlanta with a satellite office in San Francisco, it has has built what it calls “the world’s fastest platform” to provide small businesses financing,often funding companies within 7 minutes. A big part of its success so far is in data usage. Kabbage …

Innovation is the order of the day at Chobani Greek Yogurt. It virtually created a huge CPG business and now has top market share. In late June it mixed innovation in product and design with the launch of 14 new flavors based on a combination of fan requests and an exploration of new ingredients Chobani …

David Bernardino is one of the Brand Innovators 40 Under 40 class 2013. But his resume reads more like a much older industry veteran. He leads innovation and licensing for Coppertone at Merck Consumer Care. Prior to joining Merck, he was at Reckitt Benckiser running the Delsym cough liquid brand, delivering double-digit growth in the …

Sometimes there’s so much media that it’s easy to forget why it’s there. Personally, I think we can get lost in the innovation and cool factor of all our marketing and Iose sight of why we work. We don’t drive data as our ultimate outcome. We drive growth. That’s marketing and communications in its simplest …

Welcome to the Friday Five, Brand Innovators version, v.2. It’s my take on finding some order in the chaos of information out there, links to click, articles to read, tweets to scan content to consume, it can get a little maddening. Every Friday, I gather up the five links (usually from that week) that you …

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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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