Where Brand Marketers Come to Learn, Share and Connect
Recent Posts

David Bernardino is one of the Brand Innovators 40 Under 40 class 2013. But his resume reads more like a much older industry veteran. He leads innovation and licensing for Coppertone at Merck Consumer Care. Prior to joining Merck, he was at Reckitt Benckiser running the Delsym cough liquid brand, delivering double-digit growth in the …

Sometimes there’s so much media that it’s easy to forget why it’s there. Personally, I think we can get lost in the innovation and cool factor of all our marketing and Iose sight of why we work. We don’t drive data as our ultimate outcome. We drive growth. That’s marketing and communications in its simplest …

Not many companies can write their brand proposition in blood. The American Cancer Society is one that can and does. As it marks its 100th anniversary, it is turning to social media to launch a revolutionary new study and create community among its population that has had cancer and, more importantly, the population that hasn’t. …

As we gear up for the Brand Innovators Content Marketing Summit on July 18, it’s worth taking a look at how brands budget (or don’t) for their content initiatives. The Content Marketing Institute has produced an excellent set of benchmarks. In general, the larger the B2C company, the more tactics used. Companies with 10,000 or …

Welcome to the Friday Five, Brand Innovators version, v.2. It’s my take on finding some order in the chaos of information out there, links to click, articles to read, tweets to scan content to consume, it can get a little maddening. Every Friday, I gather up the five links (usually from that week) that you …

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 …

Stay in the Know

Sign up here to receive updates about Brand Innovators Summits and invitations to our exclusive Brand Innovators Cocktail Receptions.









MarketShare
by Brandon Gutman
Brandon Gutman Photo

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.

  • Twitter
    • Brands be Share-Worthy In EVERYTHING You Do with Content Marketing.
    • Twitter's reach goes way beyond Twitter, beyond signedup users, & touches many more than it reach numbers demonstrate.
    • Freedom & flexibility to respond in real-time. That's what makes something like the @arby's Pharrell tweet possible.
    • Make it Simple, easy to understand, easy to use, easy to share... Simple & Easy.
    • Social marketing is less about driving traffic and more about attracting people.
    • Use evergreen content again, again, and again... Reach and Frequency still matters.
    • Its time brands wake up & adopt a “Lose, Gain, Give” process: LOSE Your Assumptions, Gain Understanding, GIVE What They’re Asking For.
Categories
presented by Brand Innovators LLC