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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 …

If the Newcastle Brown Ale brand could talk it would sound like a Brit. A Brit from Newcastle, England more specifically, where the people are pale, the beer is dark, and the attitude is all about “no bollocks.” Now the Heineken division is launching one of its seasonal brew brand extensions, and this one has …

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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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    • We need to steer clear of the word Targeting, and instead gear our conversation towards the concept of Matchmaking.
    • To truly unleash the power of Social for a company/brand we have to realize 1st off that it's not one-size fits all.
    • YES! “Old version of mktg—the four P's: Product/price/promotion/placement—has now become so transparent” ~
    • Would you like to rank on Page 1 of Google with your video? I recommend ?
    • Hope to see you all at Summit Thursday in San Francisco at the Disney Museum...
    • APPLY NOW, time running out... Want to Be the Voice of ? Narrated Audio Coming...
    • Stop worrying about whats next & concentrate on executing/delivering on whats now. BUT... have an eye to whats coming.
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