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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 …

There’s social media for vanity’s sake and there’s effective content for achieving business goals. At Salesforce.com, we began to make that shift almost a year ago as our goals related to social strategy matured. We need to go beyond vanity metrics (likes and shares) to metrics that mattered to the bottom line of our brand: …

It’s shaping up to be a notable summer for iconic brands as they go to the next level in digital marketing. Louisville Slugger mixed its MLB All-Star effort with social media. Harley Davidson is working online engagement for its upcoming 110th Anniversary bash. Now Bass has announced an integrated initiative to bring the penny loafer …

Kellogg’s is adding some fuel to its revamped Special K line, with a multi-level marketing campaign and a new twist on using social media to promote it. Aimed at women “dedicated to positive weight management” the brand is announcing a new line of products, Special K Nourish. The ingredients include a multi-grain blend of superfoods, …

Nothing like a good dose of creativity if you’re a brand marketer. Today HBR has a great defense of it. Data, analytics and science aside, Christian Madsbjerg and Mikkel B. Rasmussen argue that the most impactful branding will still come from the places data can’t reach. “Great marketing and advertising campaigns are exquisitely attuned, not …

When it was first re-launched in the US in 2011, the Fiat brand took some heat for lacking creativity. It’s trying to shake that reputation, even re-positioning itself as “the brand stands for discovery through passionate self-expression.” It’s now taking to social media to engage with its younger consumer segment and encourage that self-expression. Fiat …

  It’s 1766. In Great Britain, the colonies of America are just starting to act up and a man named James Christie holds a sale from his Great Rooms in Pall Mall, his first permanent auction rooms, on 5 December. The sale includes two chamber pots, a pair of sheets, two pillowcases and four irons. …

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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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