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There are some serious fightin’ words flying around the brand and marketing metrics business. And we’re not talking about comScore and Nielsen. We are talking about what has become one of the most conservative, venerable and highly adopted marketing metric: The Net Promoter Score. ForeSee Results is coming for them. ForeSee, which has competed with …

Not many companies can write their brand proposition in blood. The American Cancer Society is one that can and does. As it marks its 100th anniversary, it is turning to social media to launch a revolutionary new study and create community among its population that has had cancer and, more importantly, the population that hasn’t. …

As we gear up for the Brand Innovators Content Marketing Summit on July 18, it’s worth taking a look at how brands budget (or don’t) for their content initiatives. The Content Marketing Institute has produced an excellent set of benchmarks. In general, the larger the B2C company, the more tactics used. Companies with 10,000 or …

You don’t need another new agey Instagram post to remind you that it’s the journey, not the destination that counts. Same is true for brand marketing. The customer journey, or the path to purchase, has come to dominate digital strategy and new research supports its efficiency. And it cuts across all product categories. L’oreal CMO …

Francis Ford Coppola once defined patriotism as “this exciting possibility that if you worked real hard, and you loved something, you could become successful.” It’s a good example of the inherently intangible qualities of what it means to be “Made In America.” As the Fourth of July weekend sets off, a new study is quantifying …

Sometime this year, there is a 20 percent chance that a viral video will reach a billion views, as predicted by social media analytics company Unruly Media. Think about that. By comparison, Dove’s Real Beauty Sketches was viewed 114 million times to surpass all previously recorded video ads, according to the Viral Video Chart reported …

There are a lot of British things happening this week. This side of the pond celebrates its Independence from the other side of the pond, for one. Wimbledon is quickly shedding marquee names and tomorrow (July 2) is the first Brand Innovators London Consumer Engagement Summit. Branding in the UK shares a lot in common …

Sheryl Sandberg wants women to “Lean In.” Dell wants them to “Pay It Forward.” Led by senior VP and CMO Karen Quintos, Dell is expanding its female entrepreneur initiative that covers bases for philanthropy international presence, business development and branding. It’s called the Dell Women’s Entrepreneur Network, first launched in 2010. In early June it …

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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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