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It’s often said in professional boxing that if a challenger is going to beat a champion, he needs to knock him out. So it is with challenger brands. Look at Discover Card, Peet’s Coffee, Virgin Mobile and Under Armour and you will see marketing and positioning that is aggressive and differentiated. This matches the strategy …

Brand marketers are thinking big when it comes to social media. Not necessarily big in terms of audience scale but big in terms of ideas and engaging targeted consumer groups. Culled from last Friday’s Brand Innovator’s Consumer Engagement Summit, here are three ideas that brands are using to find new consumers and energize old ones. …

The Brand Innovators Consumer Engagement on Friday, May 9 showed that the operative word in this critical phrase is “consumer.” As that consumer keeps changing, generating data, and consuming information, brands are working hard to use digital media as a medium to create dialog, and in the process, increase engagement strength. “It’s all about understanding …

Maybe the most telling part of Philips Norelco CMO Jacopo D’Alessandris,’ presentation about the company’s new electric razor campaign at the Brand Innovators Consumer Engagement Summit last Friday came with his first question from the audience. “What,” the questioner wanted to know, “was the reaction from senior management when you presented this campaign?” It’s usually …

Expect the consumer engagement dialogue to turn towards social content and measurement for the balance of 2013. As the Brand Innovators consumer engagement conference opens on Friday, brand marketers are looking for new ways to measure new strategies. These new strategies have centered around social content. Companies such as Pepperidge Farm, Chobani, GE, PepsiCo and …

At one level, it’s just yogurt. But to consumers it’s a lot more. If they must, they drive hours to find it. And if they can’t find the flavor they want, they go to several different stores until they do. Chobani Greek Yogurt knows this because they have used social and content marketing to build …

The numbers just keep getting better for U.S. e-commerce companies. Recently Forrester Research released its latest forecast that shows an expected bounce from $231 billion to $262 billion in revenue this year. Now here’s another number: 25. Brand Innovators today announced this year’s winners of the Brand Innovators “Top 25 E-Commerce Companies to Watch” List, …

Scan the media, marketing and branding headlines this week and you’ll see a common denominator. Pepsi’s Beyonce campaign is about reaching customers with music, social media and online video. KFC wants consumers to show how they “ate the bones” for its new boneless menu. MasterCard is using social data to make changes in its MasterPass …

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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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