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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 …

Sometime this year, there is a 20 percent chance that a viral video will reach a billion views, as predicted by social media analytics company Unruly Media. Think about that. By comparison, Dove’s Real Beauty Sketches was viewed 114 million times to surpass all previously recorded video ads, according to the Viral Video Chart reported …

There are a lot of British things happening this week. This side of the pond celebrates its Independence from the other side of the pond, for one. Wimbledon is quickly shedding marquee names and tomorrow (July 2) is the first Brand Innovators London Consumer Engagement Summit. Branding in the UK shares a lot in common …

Sheryl Sandberg wants women to “Lean In.” Dell wants them to “Pay It Forward.” Led by senior VP and CMO Karen Quintos, Dell is expanding its female entrepreneur initiative that covers bases for philanthropy international presence, business development and branding. It’s called the Dell Women’s Entrepreneur Network, first launched in 2010. In early June it …

A brand is what a brand does. And a brand is who it hangs out with. Companies such as Nike, Pepsi, Snickers, Uggs and now Popchips have come close to mastering the art of celebrity endorsements. And although she’s not a Beyonce, Michael Jordan or Katy Perry, the Paula Deen controversy this week shows the …

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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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