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To say it is a trying time to be an insurance brand is an understatement. On Tuesday, October 1 more than 14 million Americans can switch their insurance providers by taking joining one of the insurance exchanges that will exist as a result of the Affordable Care Act. One insurance trade group’s research says that …

With a smaller audience scale to target, BtoB brands have a different mission on social media. But that doesn’t mean their mission is any less critical than BtoC. A recent report from Boston-based Ko Marketing does an excellent job of analyzing each platform for strategies and expected results. Says the report: “As social media platforms …

We’re gearing up for our Brand Innovators BtoB Summit next Monday in NYC at SAP. One of the verticals that has committed on some levels to digital marketing, but not committed on others is financial services. On a BtoB level, several new research reports show that banks and BtoB marketing need to become more sophisticated …

Gap’s fall global marketing campaign was announced today with an emphasis on cross-screen marketing, online video and promoted Tweets. Called “Back to Blue” the campaign in based on the launch of two videos that reinforce the idea of expressing one’s authentic self, each spot features a contemporary musician, who for the first time is recording a …

Imitating the government can help you innovate. For real. For 50-plus years, the Pentagon’s Defense Advanced Research Projects Agency (DARPA) has produced innovations that include the internet, RISC computing, global positioning satellites, stealth technology, “drones,” and micro-electro-mechanical systems (MEMS), which are now used in everything from air bags to ink-jet printers to video games like …

In some ways the current state of fashion branding is defined by the magazine most closely identified with fashion brands: Vogue. In the midst of a supposed print downturn, an economic lethargy, and a digital marketing juggernaut, the September 2013 issue of Vogue carried more advertising than any edition in the past five years, at …

Absolut is among a handful of brands that have Andy Warhol in their DNA. He designed its first print campaigns 30 years ago. So when it announced its new brand campaign earlier this week, the bar had already been set at a high level. Called “Transform Today” the new brand campaign, aims to connect with …

Poppin is one of the best brand stories of the past few years in the e-commerce space. It has taken boring and necessary (office products) it turned the whole category into bright, colorful and optional. You can always go get a new stapler. You would need to go to Poppin to find a Carolina Blue …

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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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