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How relevant is Fisher-Price to Generation Y Moms? This question helped drive the brand refresh that Fisher-Price launched this year. The refresh includes a new ad campaign, website, Facebook presence, mobile applications and global blogger program. We spoke with Lisa Mancuso, SVP Marketing at Fisher-Price, to better understand how the 83-year-old brand is maintaining its …

Poppin, a new vertical online retailer, launched today. The company, that is selling products to help define people’s workstyle, intends to fill the gap between the products we use for work and those available in the rest of our lives. Led creatively by designer, Jeff Miller, Poppin is introducing 250 original products spanning the writing, …

Consumers and marketers are surprised to admit that Sears is behind one of their favorite commercials being aired during the 2012 Olympics. The brand that once touted its “softer side” slogan, is now airing a commercial with a romantic guy and girl running face first into a Kenmore refrigerator. The television ad, known as “The …

“Diversity” can sometimes be viewed as a feel good corporate buzzword. But it is absolutely imperative from a business/marketing perspective. For a customer-centric organization to out-innovate, out-maneuver and win in today’s marketplace, it must have an internal organization made up of diverse employees who model the very customers it aims to serve. A diverse workplace …

Creating a new and innovative approach to a well-known safety issue is difficult. However, State Farm is defining their brand and their new approach to teen driver safety with a new campaign called Celebrate My Drive™. Car crashes are the leading cause of death for teen drivers, nearly five times more than cancer and poisoning …

It was announced last week that Sony owned Columbia Records made an investment in technology startup, Stamped. This marks the first time that the record label has helped fund a startup. We spoke with Elliot Lum, VP Strategic Marketing, to uncover more about the investment, what it means for the label and to learn what …

Digital is fundamentally reshaping how we market to our consumers. Just as they are learning about and adapting to new technology in their everyday lives, we must constantly adapt our strategies to ensure we are speaking to them where, when, and how they want to be spoken to. There are few places where this is …

During a Q&A session at the recent Brand Innovators Digital Video Advertising Summit, Bonin Bough, VP of Global Media and Consumer Engagement for Kraft Foods, made a positive statement for the emerging medium by illustrating the large CPG’s commitment to it. Bough explained to his interviewer, Gian Lombardi from YuMe, that Kraft is being amazingly …

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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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