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A high-ranking Diet Coke executive indicates the brand may be required to polish up its image due to growing consumer concerns over artificial sweeteners. On a press call with financial analysts this week, Coca-Cola’s North American and Latin American chief, Steve Cahillane, shared that Diet Coke is “under a bit of pressure” as a result of …

This holiday season, busy consumers will be enticed to shop at Sears and Kmart from remote locations such as airports, bus shelters and malls, where the retail chain has installed “mobile shopping walls.” These walls feature popular toys from Sears’ online Toy Shop and Kmart’s Fab 15 toy list that can be purchased using Quick …

It’s rare that you will see a brand launch its first major brand campaign with clearly delineated goals and an unorthodox media strategy. Olive oil market leader Filippo Berio is doing exactly that with a new integrated campaign launched last week. “We’ve only been available west of the Mississippi since 2002,” says marketing VP Dave …

Call them brand ambassadors, influencers or simply the most valuable customers. New research is identifying key customer segments is the social sphere, and showing brands new ways to engage them. The latest comes from Ketchum, who has identified a shift in power taking place in the food industry. This shift is evident in social media …

Sustainable brand-builder BBMG is shifting the global warming paradigm, joining forces with heat-seeking actor Adrian Grenier and film producer Peter Glatzer and their SHFT.com lifestyle content platform. The entities are joining forces “to help brands create and deliver original content targeting aspirational consumers,” according to a news announcement that ties-in with the opening of the …

The ties between Twitter and TV keep getting stronger. Today Nielsen announced the commercial launch of Nielsen Twitter TV Ratings, a metric for of the total activity and reach of TV-related conversation on Twitter. Nielsen Twitter TV Ratings measure not only “tweeters” but also the much larger “audience” of people who actually view those Tweets. …

Dodge and Paramount Pictures aren’t being shy about the size of their new marketing partnership. It is, they say, “the biggest ever original content promo.” And Ron Burgundy is on the scene. Will Ferrell will reprise his role as “Ron Burgundy” as the new face of the new 2014 Dodge Durango as the brand launches …

Hallmark is putting an innovative spin on brand partnerships and the more difficult side of its brand promise. It’s easy to send a birthday card or get well message. But much harder to communicate gracefully with people in long-term hospital stays or serious illness conditions. Last week it announced that it is forming a strategic …

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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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