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A lot of companies spend hundreds of thousands of dollars on brand image, naming and messaging. At Hanz de Fuko, they’re a little more instinctive. According to CEO David Alfonso, when the LA-based men’s hair care brand wanted to craft an international, diverse and unique name it thought “a German man marries a Hispanic woman …

You could buy a new Mercedes-Benz for a million dollars. That would be the SLR McLaren 999 Red Gold Dream Ueli Anlike. You could buy a 2014 SLS AMG for about $200k. That E-class you’d love to own will set you back around $51,000. Within the next month, the concept of owning a Mercedes will …

Get ready for a new catch phrase: “Time to decision.” It’s a different, data-driven take on the consumer decision journey or the path to purchase. Instead of managing the product choices and information on their way to a purchase, “time to decision” factors in the mass of data that has to be consumed and interpreted. …

Gap launched its fall campaign yesterday, taking the brand further into digital marketing but also stressing that it is “the broadest-reaching campaign in the company’s modern history,” reflecting the dramatically changing media landscape. The global marketing campaign – “Back to Blue” – celebrates the brand’s heritage by innovating on content marketing and social platforms. It …

Two weeks ago P&G CEO A.G. Lafley sent a shot across the digital marketing bow by telling shareholders that 35% its US marketing budget was being spent on digital marketing. The reaction from brand marketers, however, was decidedly muted. Part of that comes from the mutual respect among the branding community. Part of it came …

Content marketing is telling brand stories. Most every brand marketer has testified to that at conferences and Brand Innovator Summits. A new research project claims to define the future of those stories. Called The Future Of Storytelling, strategy consultant Latitude says that characters, personas and cross-screen activity will define digital marketing content as well as …

More high-tech from the consumer packaged goods space. Last week Haagen-Dazs launched an augmented reality app on its new packaging, and now one of the most iconic packages in the world will get the AR treatment. That package: The Wheaties box. The new campaign is launching with the brand’s newest athlete, NFL MVP Adrian Peterson. …

This whole “what’s a Facebook like worth?” question has reached a new level. You would have to subscribe to the journal Science to get the full report. But according to several reports, the journal’s research has found that Facebook “dislikes” can have an oppsite affect on consumer sentiment. Or as The New York Times put …

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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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