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Not many years ago a video studio could make a living producing video ads for just one or two clients. For campaigns with a heavy retail message they’d spend days producing cuts of the same offer for each television market. They’d probably have several versions for each location, with messages like ‘starts tomorrow’, ‘must end …

As the Brand Innovators Content Marketing Summit opens in Dallas, this area of digital branding is arguably the hottest game in town. It will be a $120 billion business by the end of the year. More than 86 percent of all brands have adopted it and 78 percent of all CMOs think it is “the …

As Breast Cancer Awareness Month kicked off on Tuesday, there was no shortage of brands devoting their creativity and expertise to charity. Brands from Astra-Zeneca to the NFL to Harley-Davidson have supported “Pinktober” with major initiatives. However, you would be hard-pressed to find one more innovative than Estee Lauder’s. “Every year we have used a …

I’m keynoting the Brand Innovators Content Marketing Summit Thursday, Oct. 3, and thinking about the connections between what we call content and how customers connect to it. I must admit that what I see confuses me somewhat. Every day brands and marketers spend millions trying to convince consumers to use, keep using, and share their …

Brand marketers who want to be attractive to women might want to rethink their Mondays. A new survey from Omnicom media planning arm PHD says beauty product marketers might find that Mondays are the time when women feel their least attractive. That’s one of the insights from the survey, which was launched to identify when …

Kenneth Cole – the brand and the man – is putting a new spin on integrated media. Instead of defining the term “integrated” by the merging of online and offline marketing, this new effort combines book publishing with various uses of digital media. The result is an innovative approach to luxury branding. Cole has collaborated …

One of the themes at Brand Innovators BtoB event recently was the manageable use of Big Data. It’s not a BtoB issue. In fact there is an excellent post today from David Meer today in strategy + business that should put manageable data in focus for brand marketers. Meer calls out brands like WalMart, Nike, …

QVC is taking consumer engagement in-house. The TV shopping and e-commerce brand announced today that is launching its own social shopping platform, called toGather. toGather is being billed as an online “gathering place” that brings together QVC’s customers, personalities and brands. It will be a platform where the brand can manage its online relationships and …

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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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