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Big data is a common buzz phrase around the water cooler these days.  I think it’s time, however, to start to define it beyond just a hot phrase. Big data is about marketing. In my world, big data’s application is in improving marketing effectiveness.  Since data application is changing on a daily basis, the rules …

I was at a recent Brand Innovators conference in which one of the main topics was measurement. We have no problem measuring digital marketing in terms of page views and even conversions. When it gets to brand metrics, the issue gets a bit out of focus. However, I think digital marketing can be a critical …

As one of three PepsiCo Americas Beverages digital marketing employees to be recognized at the 2013 Brand Innovators “40 Under 40” event, Todd Kaplan leads the brand’s 2013 marketing efforts across the Mountain Dew trademark. In a prior role, while working on the Pepsi brand, he was critical to the development and implementation of Pepsi’s …

Roughly five years ago, I created “Friday Five”, a simple weekly subscription-based email. Yes, people had to subscribe. I didn’t want to simply “blast” it to everyone. I wanted to people to want it; and I only wanted to send it to people who would find value in it. Friday Five was born out of …

At Revlon, we’re developing regional U.S. social media to ensure they support the global brand objectives and developing global social media measurement and standards. As we execute these strategies, I see four trends taking priority for brands: Humanization of Brands: “Brand” is still underutilized and under appreciated by even the most advanced companies today. We …

Consumers and marketers are surprised to admit that Sears is behind one of their favorite commercials being aired during the 2012 Olympics. The brand that once touted its “softer side” slogan, is now airing a commercial with a romantic guy and girl running face first into a Kenmore refrigerator. The television ad, known as “The …

Digital is fundamentally reshaping how we market to our consumers. Just as they are learning about and adapting to new technology in their everyday lives, we must constantly adapt our strategies to ensure we are speaking to them where, when, and how they want to be spoken to. There are few places where this is …

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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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