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Rule One for content marketing: Take it very seriously. Even when it’s a game. That was one of the key themes at Brand Innovators’ Content Marketing Summit last week in San Francisco. Brands are thinking more creatively, breaking rules and betting on content that will engage customer and produce results. At game maker Ubisoft, which …

How cool is this? In New York City today, like the rest of the Northeast, the temperature is expected to flirt with 100 degrees. We’re talking a heat wave that has literally buckled streets. And with timing worthy of a Questlove snare shot, today Uber launches its Ice Cream on-demand service. Known for the past …

There’s no business like shoe business. Luxury fashion brand Kenneth Cole announced this week that it is partnering with the Tony Award winning musical, Kinky Boots, on the launch of a limited-edition capsule shoe collection. Set to go on sale for the Holidays, a red patent leather peep-toe pump as well as two versions of …

As the Brand Innovators Content Marketing Summit opens today, brand marketers have passed the point of experimentation and are looking at a clear tipping point that will make content marketing the dominant marketing strategy. The use of social media, thought leadership, instructional content, online video and newsletters has put content marketing at a $118.4 billion …

Innovation is the order of the day at Chobani Greek Yogurt. It virtually created a huge CPG business and now has top market share. In late June it mixed innovation in product and design with the launch of 14 new flavors based on a combination of fan requests and an exploration of new ingredients Chobani …

There are some serious fightin’ words flying around the brand and marketing metrics business. And we’re not talking about comScore and Nielsen. We are talking about what has become one of the most conservative, venerable and highly adopted marketing metric: The Net Promoter Score. ForeSee Results is coming for them. ForeSee, which has competed with …

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 …

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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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