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I’m not exactly going out on a limb by joining the chorus of amazement at Dove’s “See How Beautiful You Really Are” campaign. It’s the best use of content marketing I’ve seen. It’s the best use of online video for a brand that I’ve seen. It will take another stroke of brand genius to top …

Brand marketing can tend to get caught up in catchphrases and hot buttons. You don’t have to go much further than “integrated marketing” to find one. It used to dominate the branding conversation and now we’re all integrated. Brand marketers, to their credit, have moved past catchphrases like this at digital speed when it comes …

This week Panera Bread launched its largest campaign to date, which includes an increase in digital spending of just under 100%. We sat down with Panera’s CMO, Michael Simon, to learn more about the campaign and gather some of his insights. Brandon Gutman: The $70 Million spend of this year’s campaign is up 30% from …

At CES earlier this month, EA SPORTS announced its latest partnership with Monster Inc. (the consumer electronics company – not the career site). Chris Erb, VP Brand Marketing of EA SPORTS, sat down with us to provide more detail on the partnership as well as his process on building successful partnerships. Brandon Gutman: Please tell …

In 2009 The Coca-Cola Company, along with its bottling partners, outlined their 2020 Vision – a single document that holds a shared ambition with specific goals for the business through the year 2020. Global Marketing and Commercial Leadership is responsible for ensuring the brands are always interesting, viable, relevant and available in the marketplace to …

Chase Community Giving is the largest brand initiative in social media in terms of size (dollar give) and scale (level of engagement). In some ways it is the last one standing since PepsiCo abandoned the Refresh Project. Chase innovated the initiative last year by engaging its customer base (via nominations) and delivered on their most …

We asked CMOs of 10 Fortune 500 companies to predict how digital media and technology will impact brand marketing in 2013. In this third installment, Cathy Coughlin, Senior Executive Vice President and Global Marketing Officer at AT&T, shares her prophecy and explains how she’s backing it up. “Mobile, mobile, mobile – that’s the way of …

We asked CMOs of 10 Fortune 500 companies to predict how digital media and technology will impact brand marketing in 2013. In this second installment, marketing chiefs from Ford, Heineken and CVS share their prophecies and explain how they’re backing them up. Jim Farley, EVP of Global Marketing, Sales and Service and Lincoln at Ford …

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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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