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It’s 2013. We’re nearing 2014. Today, we can start watching a movie on Netflix on our iPad, pause it, pick it up on our iPhone at the exact same spot, two hours later, and then complete the movie from the confines of our couch, later that evening, via our AppleTV. Impressive, right? Earlier this year, …

Forrester research analyst Tracy Stokes has marked her return from summer with some excellent work on brand equity metrics. In a blog posted earlier this week, she encourages brand marketers to go beyond brand awareness, consideration and purchase intent to measure brand health. Social chatter, she believes, may have dislodged those pillars of traditional equity. …

Schick is putting the finishing touches on the first-ever Hispanic campaign for its Xtreme3 disposable razor brand. Called “Camino Al Éxito”, (Journey to Success), the national campaign offered one boxer and one dancer the chance to make their dreams a reality, via an integrated digital and TV campaign. “We pride ourselves on questioning conventional wisdom …

No coincidence that the new Toyota Corolla integrated marketing campaign launched on the same day as NYC Fashion Week. It’s heavy on style, dancing and technology. The marketing campaign aims to reach the Millennial generation while still appealing to the baby boomer audience that has made the Corolla the brand’s most successful entry level model. …

With the NFL regular-season opening tomorrow the league finds its brand under fire at many levels for issues surrounding head injury. Last week it agreed to a $765 million settlement deal with thousands of former players who sued the league, accusing it of hiding the dangers of brain injury. Today, the league announced a more …

Heading into New York Fashion Week, which opens tomorrow, wearable tech and social media were neck-and-neck for the top brand stories. Today, wearable tech pulled ahead by a length. The lead was taken via Samsung’s Smartwatch launch. At the IFA consumer electronics show in Berlin it announced Galaxy Gear 2, which is actually the company’s …

What you might have missed in yesterday’s deluge of “Microsoft Buys Nokia” press is some of the positive spin on Nokia’s brand equity. Granted, this is a brand that has lost almost all of its domestic market share to competitors over the past five years. In the second quarter of 2013, Nokia accounted for more …

Dove’s Unilever brand had record-setting success with “Real Beauty Sketches.” Now McNeil Consumer Healthcare’s Zyrtec brand is taking authentic beauty care into a different area. Saying that its research showed 54 percent of customers experienced allergy symptoms, it has focused in on the effect allergies have on appearance. Zyrtec’s spin on real beauty sketches is …

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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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