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A few years ago, the term disruption was itself disruptive. Analysts used this term to showcase the big macro changes in the marketplace; Organizations started using this term to showcase how their products would cause changes in that marketplace. But in 2014, has disruption become so commonplace that we no longer see it – that …

“If only I could make this message go viral,” intones Scarlett Johansson in an ad for SodaStream produced for Super Bowl XLVIII this weekend. Indeed, while spots for the annual NFL championship sell for $4 million per half-minute (or about $134,000 per second), it’s the “free” pass-around exposure that is the real gold ring. “Last …

Expert Marketer Magazine has named the book Return on Relationship™: The New Measure of Success by Brand Innovators’ Acting CMO Ted Rubin a finalist in the Marketing Book of the Year 2014 competition. This competition, organized by EMM and its advisory board, determined Rubin’s book to be among the top 20 marketing tomes released last …

Can a button-down analytics program app be the means of unfettering the wildest creative imaginings of the marketing department? The answer, surprisingly, may be yes, and most certainly is if the question is being posed to SAP Senior VP and General Manager, Big Data, Irfan Khan. Speaking at a recent Brand Innovators Big Data summit …

It wasn’t so long ago that real-time bidding (RTB) changed the way we think about display advertising. The ability to go from blindly running banners across a website to targeting individuals in real-time turned display advertising from an art into a science – or at least something approximating a science. And so it was probably …

Ed Martin has exited Hershey to assume Chief Marketing Officer duties at Zaycon Foods, the Spokane, WA-based farm-fresh firm. Martin was most recently Director of Mobile Marketing for The Hershey Company, and has also held senior positions at Coca-Cola, The Kellogg Company, Citi and Ford. “Ed has worked with leadership in nearly every sector I …

Of late, I’ve had a string of familiar in-store shopping experiences. I’d like X. I’d like X in color Y. I’d like X in color Y and size Z. The person helping me comes out from the back room with a disappointed look on his or her face and says, “I’m sorry, we don’t have …

  Big data — it’s not just a technological challenge, it’s a cultural challenge, according to SAP Chief Marketing Officer Jonathan Becher. In a keynote presentation at the Brand Innovators Big Data Summit at SAP Global Marketing in New York last month, Becher noted that the technological explosion that has triggered leaps in data collection …

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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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