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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 …

Content marketing is telling brand stories. Most every brand marketer has testified to that at conferences and Brand Innovator Summits. A new research project claims to define the future of those stories. Called The Future Of Storytelling, strategy consultant Latitude says that characters, personas and cross-screen activity will define digital marketing content as well as …

More high-tech from the consumer packaged goods space. Last week Haagen-Dazs launched an augmented reality app on its new packaging, and now one of the most iconic packages in the world will get the AR treatment. That package: The Wheaties box. The new campaign is launching with the brand’s newest athlete, NFL MVP Adrian Peterson. …

This whole “what’s a Facebook like worth?” question has reached a new level. You would have to subscribe to the journal Science to get the full report. But according to several reports, the journal’s research has found that Facebook “dislikes” can have an oppsite affect on consumer sentiment. Or as The New York Times put …

When most general managers put together a team, they focus on filling positions. You need a pitcher, a catcher, three outfielders, a 2nd baseman, a shortstop, a 3rd baseman, the 1st baseman and of course a bench of “role” players. They work within the confines of a budget or a salary cap, depending on the …

In the mobile networking business there’s only one brand metric that matters: Customer churn. T-Mobile announced today that its somewhat risky brand strategy of dropping out-of-pocket costs for smartphones has paid off for Q2. It added 678,000 total branded net customer additions for the quarter, including branded postpaid net additions of 688,000 and branded prepaid …

Huge week for digital video and possibly a game-changing one for brand marketers. AOL scooped up Adap.tv for $405 million. And YuMe went public. Both companies will make dynamic bidding, ad targeting, RTB and yield-management more available to publishers and advertisers. And along with Tremor Video they will make digital video easier to plan 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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