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Rebranding happens all the time in the world of brand marketing. But a “multiplatform overhaul” of a brand is something rare. Enter DailyCandy. On Tuesday it unveiled  new positioning, user experience and design across online, video and mobile touchpoints. The women’s content, commerce and community brand has six million unique users. It first launched in …

If you market to Millennials, take heed. For some reason, Wed., June 18 was a big day for research about Millennials. A new report from MTV shows that the younger end of the Millennials spectrum (ages 13-17) are different from their older counterparts in key ways: beginning to map their careers at 13, absorbing the …

The opportunities and challenges at snack brand Popchips read like a marketing  textbook discussion. Maybe even a B-school final essay prompt. Your brand has set new standards for start-up speed, category innovation, retail distribution, celebrity marketing and social media. Your brand has done such a good job that the international packaged goods giants have taken …

Brands looking to quantify their Twitter results might be interested in today’s report from Knowledge @ Wharton. It compiled a set of 52 different tweets and then used Twitter’s search application programming interface (API) to find the retweets for each one. The data show that the “lifetime of a single tweet is fleeting: Updates collected …

Read the analyst reports and media trades and the business is all about RTB, DSPs and other forms of programmatic media buying. But as brand marketers debated the finer points of Integrated Media Buying at last Thursday’s Brand Innovator’s summit, programmatic buying took a back seat to content creation. It doesn’t mean programmatic buying isn’t …

It may battle “Blurred Lines” for song of the summer status. There’s not much contest about the music marketing plan of the summer. The branding of Daft Punk and “Get Lucky” has been called “the savviest music marketing campaign in ages.” It has also had its share of haters, such as this post from Music …

It was billed as the Brand Innovators Media Buying Summit. While all respects were paid to the skill and data involved in that discipline, the order of the day at L’oreal Exchange Theater last Thursday had much more to do with integrated content creation for media than it did for buying media. “We’re a brand …

Man Of Steel opens today with a big budget, big stars and even bigger expectations. What you might have missed in the hype this week about the movie is the evolution of Superman the Brand. As a brand, Superman has already succeeded in its current incarnation. London’s The Independent had a great piece this week …

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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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