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You don’t need another new agey Instagram post to remind you that it’s the journey, not the destination that counts. Same is true for brand marketing. The customer journey, or the path to purchase, has come to dominate digital strategy and new research supports its efficiency. And it cuts across all product categories. L’oreal CMO …

American champagne. It isn’t exactly part of the branding lexicon like Greek yogurt or French baguettes. If Korbel’s new brand positioning is successful, American champagne will be a premium product and common phrase. Champagne is of course French. Korbel, has been touting its California roots for some time now, and was actually started by the …

Big data is a common buzz phrase around the water cooler these days.  I think it’s time, however, to start to define it beyond just a hot phrase. Big data is about marketing. In my world, big data’s application is in improving marketing effectiveness.  Since data application is changing on a daily basis, the rules …

A brand doesn’t reach iconic status without taking a few risks. Like swinging away on a 3-0 count with the bases loaded, Louisville Slugger has taken its share of chances. It is as American as baseball itself. Babe Ruth hit 60 home runs with one in 1927, carved a notch in his bat for every …

I was at a recent Brand Innovators conference in which one of the main topics was measurement. We have no problem measuring digital marketing in terms of page views and even conversions. When it gets to brand metrics, the issue gets a bit out of focus. However, I think digital marketing can be a critical …

Evolve the bike. In New York City it means the Citibike program, which is slow to get out of the gate and taking some serious heat from bloggers to The New York Times. In Detroit, evolving the bike is a simpler concept. Like other more famous and established companies out of the Midwest evolving the …

Francis Ford Coppola once defined patriotism as “this exciting possibility that if you worked real hard, and you loved something, you could become successful.” It’s a good example of the inherently intangible qualities of what it means to be “Made In America.” As the Fourth of July weekend sets off, a new study is quantifying …

It used to be Monster Cable. That was before digital music, digital media and even PCs. If you considered yourself a musician you had Monster Cable patch cords for your mike and guitar. If you considered yourself an audiophile, you had only Monster speakers and speaker cables. Now it’s Monster. The company founded in 1979 …

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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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