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Love or hate the Activision game Call of Duty, but it is among the most valuable brands in the world. Parents hate it for its violence and gun glorification. Its fans (8 to 80) love it for the same reasons. One thing is tough to argue. In November 2012, Call Of Duty: Black Ops II …

Everyone from Helen Keller to King Carl XVI Gustaf of Sweden gets credit for the admonition, “Nobody can do everything, but everyone can do something.” It’s true enough for both people and corporations. But people usually don’t have to debate all that much about exactly what charitable giving they ought to do. You know someone …

Facebook’s announcement yesterday that 78 percent of its traffic comes from mobile was stunning. But the more useful mobile number of the week for brand marketers may have come from Nielsen. Its “Mobile Shopper’s Journey” report showed that U.S. mobile shoppers use their devices most frequently in the home. It found that more than two-thirds …

A lot of companies spend hundreds of thousands of dollars on brand image, naming and messaging. At Hanz de Fuko, they’re a little more instinctive. According to CEO David Alfonso, when the LA-based men’s hair care brand wanted to craft an international, diverse and unique name it thought “a German man marries a Hispanic woman …

You could buy a new Mercedes-Benz for a million dollars. That would be the SLR McLaren 999 Red Gold Dream Ueli Anlike. You could buy a 2014 SLS AMG for about $200k. That E-class you’d love to own will set you back around $51,000. Within the next month, the concept of owning a Mercedes will …

Get ready for a new catch phrase: “Time to decision.” It’s a different, data-driven take on the consumer decision journey or the path to purchase. Instead of managing the product choices and information on their way to a purchase, “time to decision” factors in the mass of data that has to be consumed and interpreted. …

Gap launched its fall campaign yesterday, taking the brand further into digital marketing but also stressing that it is “the broadest-reaching campaign in the company’s modern history,” reflecting the dramatically changing media landscape. The global marketing campaign – “Back to Blue” – celebrates the brand’s heritage by innovating on content marketing and social platforms. It …

Two weeks ago P&G CEO A.G. Lafley sent a shot across the digital marketing bow by telling shareholders that 35% its US marketing budget was being spent on digital marketing. The reaction from brand marketers, however, was decidedly muted. Part of that comes from the mutual respect among the branding community. Part of it came …

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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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