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The last time Edge shave gel launched a Twitter campaign the network had 105 million registered users. That was 2010. Now it has 500 million. Not a bad time to revisit what was a successful campaign for the Energizer Brands men’s care brand as it announced the return of “Edge Irritation Solutions.” It is a …

Once a technology gets its own slang, it has officially arrived. And so it is with “geek chic.” The upcoming New York City Fashion Week, capped by the Brand Innovators Fashion Brand Summit, will have its share of wearable technology. This intersection of technology and fashion is being led by Google Glass in terms of …

Maybe you’re thinking about launching an InstaProduct. Or you’re renaming a consumer newsletter the ProductGram. If you are, Instagram may be preparing an InstaDecease and DesistGram. At the end of last week, the company announced that its once lenient hold on its naming rights was being tightened up considerably. Web and app developers might be …

The ideal marketing mix considers price, product and promotion. For fashion brands factor number one is becoming hard to manage. According to the London-based Business of Fashion trade pub, prices of luxury fashion products have grown at more than twice the rate of general inflation. In 2003, Carrie Bradshaw’s famous Manolo Blahniks cost $485. Ten …

For most brand marketers focusing on customer acquisition and retention, having enough data isn’t the problem anymore. Don’t believe me? Go sit with your analytics team for an hour. You’ll be blown away by the amount of “knowledge” you already have in-house. The problem is that you likely have too much data. That leads to …

Focus on television advertising has hit a three-year low as the gap between TV and digital narrowed to its closest point ever, according to the most recent quarterly survey compiled by Chicago-based media buying agency Strata. Interest in digital advertising is closing in as several popular social media sites reached previously unseen levels of agency …

As the doldrums of summer morph into the chaos of Q4, keep your eye on healthcare brands. Brand marketers know that confusion in any product space can breed opportunity as well as disinformation. Confusion is about to dominate healthcare. The Obama administration is ready to bring a major campaign to market explaining the Affordable Care …

P&G has announced it’s at 35 percent. Most predictions for digital marketing budgets will hover around 25 percent of the total spend. But the pressure on that number increases and should break through all projections in the automotive sector. That’s one of the conclusions to be drawn from the analyst report on the business released …

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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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