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Guinness has put a spin- literally – on athlete endorsements. On Tuesday it challenged LA Lakers star and two-time NBA MVP Steve Nash to make storied Italian soccer club Inter Milan and compete in the Guinness International Champions Cup (GICC). Today, it was announced Nash didn’t make the cut. No surprise that Nash actually was …

You could make a strong argument that the most creatively branded product in history is the diaper. Consider what they do. Now consider what has been done with them. P&G’s Pampers has become a content marketing icon, virtually launching a legion of mommy bloggers. Colgate-Palmolive’s Huggies is a case study in customer retention and loyalty. …

We’re always up for a good list. And this is a very good list. NewsCred, the NYC-based content strategy and curation provider, has put together the Top 50 publishers, brands and agencies in the content marketing space. “Anyone who takes a look at a company’s website can see that brands are embracing content marketing. Brands are …

American Express continues to equate premium branding with premium music. It’s innovative spin on music as content marketing will continue as it announced today that the next installment in its “American Express Unstaged” will feature Kings of Leon and the director Fred Armisen. The series is produced in partnership with VEVO and YouTube. Kings of …

Only a few years ago, “retargeting” was the hot new practice in online advertising. Today, as Chango’s new Retargeting Barometer report makes clear, retargeting has entered the mainstream. Let’s take a quick look at this survey of marketers and agencies to see exactly what it revealed and why it should be of special interest to …

The Back-to-School season is on. Brands that target school supplies, clothing and college dorm furnishing might be in for a tough job as a sluggish economy makes that backpack from last year look pretty good for this year. “The good news is that consumers are spending, but they are doing so with cost and practicality …

By now, even the most traditional of CEOs will have realised this: The corporate sustainability movement is here to stay, and is gaining in importance every day. It has acquired a civil voice, driven by advocacy groups and NGOs, and public scepticism and discontent with the behaviour of brands can no longer be faced with …

Brands are all looking for better consumer relationships. When they achieve that at scale, it’s called consumer engagement. When they achieve it over time it’s called consumer sustainability and that was one of the key themes sounded at the Brand Innovators Luxury Brand Summit last Thursday in New York. Social media is an almost unanimous …

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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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