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Man Of Steel opens today with a big budget, big stars and even bigger expectations. What you might have missed in the hype this week about the movie is the evolution of Superman the Brand. As a brand, Superman has already succeeded in its current incarnation. London’s The Independent had a great piece this week …

Since Joining L’Oréal USA as Chief Marketing Officer in April of 2010, Marc Speichert has been a driving force for marketing and brand innovation in labs, market research as well as in digital and media investments. One of his missions has been to drive greater synergies between brands and divisions, which is no simple task. …

New e-commerce brands aren’t exactly news. But Mouth Foods rates a brand story. Just out of its beta testing period, Mouth is a Brooklyn-based foodie site of the highest order. It sells high-end food by subscription, gift packages and brands itself by the simple manifesto “We love food. We love handmade and small-batch. We love …

It is Friday, June 7 and the New York City weather doesn’t seem to respect that it’s National Doughnut Day. The remnants of a tropical storm are drenching Manhattan in record proportions but if you’re going to spend lunchtime in this mess, perhaps the best guy to spend it with is Dwayne Chambers. He’s the …

Talk about customer segmentation. At Orabrush they have two segments: People and dogs. Or as Kainoa Clark, Marketing Director & Pet Expert Advisor at Orabrush likes to put it, anyone with a tongue – human or canine. They haven’t left much out. As one of the Brand Innovators Made in America Top 25 Brands To Watch, …

Today’s challenge: Find a list that has cars, bicycles, energy drinks and vodka all in one place with nothing but positive consequences. The Brand Innovators Made In America Top 25 Brands To Watch does it and it reflects the diverse marketing and manufacturing that marks today’s branding landscape. The 2013 winners will be officially honored …

The modern mythology scholar Joseph Campbell once said: “Only two things unite people: aspiration and terror.” Campbell would have played well in Detroit. Its core business had to be bailed out. Overall manufacturing hit the skids. The national economy tanked, and America’s 18th ranked city lost its financial autonomy. Now terror is starting to be …

Whatever your challenges are at your brand today, consider this: You could work at Monsanto. People are literally marching in the streets against you. Your brand is the most talked about topic on social media. And that’s not a good thing. What you might have missed in all this is how Monsanto is actually handling …

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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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