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Let’s just say Skin Authority CEO Celeste Hilling is ambitious. Ambitious as in she describes her company as “Weight Watchers meets Zappo’s.” Ambitious as in she wants her company to be the Apple of skincare. Now she’s making that aspiration closer to reality as the boutique lifestyle brand has made radically personal connections to its …

Today, most brand marketers optimize to CPA. Tomorrow, most brand marketers will optimize to ROI. The day after tomorrow, brand marketers will optimize to LTV. It’s odd, because we used to talk about it all the time. It was the “next thing” and the “new way to think” about customer acquisition. Focusing on the lifetime …

You’ve heard of real-time bidding. Kabbage wants to establish real-time funding. Headquartered in Atlanta with a satellite office in San Francisco, it has has built what it calls “the world’s fastest platform” to provide small businesses financing,often funding companies within 7 minutes. A big part of its success so far is in data usage. Kabbage …

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 …

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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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