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Merck is using a unique customer engagement strategy to reach college-aged women and dissmeninate content on its birth contol products. As college women prepare to head back to school, Merck and Her Campus, an online community for young women in college, have partnered to create the “Pledge to Plan It Forward,” which provides information to …

Brands are all looking for better consumer relationships. When they achieve that at scale, it’s called consumer engagement. When they achieve it over time it’s called consumer sustainability and that was one of the key themes sounded at the Brand Innovators Luxury Brand Summit last Thursday in New York. Social media is an almost unanimous …

After the dust settles on the Publicis and Omnicom merger it will be back to brand marketing as usual. One of the areas you can expect to hear more about as the summer plays on is BtoB Marketing. As Brand Innovators gears up for its September 23 BtoB Summit, it’s becoming evident that not only …

It was Rudyard Kipling who said that a person should “walk with kings and keep the common touch.” That was a fitting theme for last week’s Brand Innovators Luxury Summit in New York. A well-heeled attendee list including a diverse collection of brand royalty from Mercedes-Benz to Fendi to Pernod Ricard discussed the need to …

Thursday’s Brand Innovators Luxury Summit (full report Monday) was heavy on data. Several presenters stressed the need for customer data in marketing plans. “If we ship something to a customer’s apartment in Dubai, but they’re actually at their home in the Hamptons, there’s not much we can do to win that customer back,” said Kristen Schultz …

For the great majority of the attendees at Thursday’s Brand Innovator’s Luxury Brand Summit in New York on Thursday, it will never be this easy. As if it was timed to coincide with the event, Volkswagen announced on Wednesday that its Bentley brand is building the world’s most expensive SUV. It’s being referred to as …

Rule One for content marketing: Take it very seriously. Even when it’s a game. That was one of the key themes at Brand Innovators’ Content Marketing Summit last week in San Francisco. Brands are thinking more creatively, breaking rules and betting on content that will engage customer and produce results. At game maker Ubisoft, which …

As the Brand Innovators Content Marketing Summit opens today, brand marketers have passed the point of experimentation and are looking at a clear tipping point that will make content marketing the dominant marketing strategy. The use of social media, thought leadership, instructional content, online video and newsletters has put content marketing at a $118.4 billion …

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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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