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L’Oréal USA was motivated and inspired by the Tesco Wall and the use of QR codes and now SnapTags to support mobile commerce. Last month passengers in New York City found “Shop The Look” icons in a fleet of m-commerce-enabled Taxi Shops to instantly buy Lancôme and Yves Saint Laurent beauty products while riding through …

This blog first appeared in the Harvard Business Review, March 5, 2012. The most successful companies in business today have something in common. This trait doesn’t just make them better than the competition; it makes them fundamentally different. Where traditional companies push out messages and products, these companies pull customers in. Instead of treating customers …

As the second and final weekend of SXSW approaches, we caught up with Chris Perry, Chevrolet’s VP Global Marketing, to understand why sponsoring the music, film and interactive festival in Austin is so important to the automotive manufacturer and how they increased their commitment to give back further this year. According to Perry, being an …

2012 should be an exciting year to see the continual evolution of e-commerce. As we have now moved beyond the “fad” stage of flash sales and daily deal sites, we will see a blending of more functional and traditional ecommerce with the new game mechanics these business models bring. We are also entering into an …

As the advertising environment has grown more cluttered and technology has enabled consumers to block out messages, content marketing has emerged as the best way to ensure that a brand’s message is actually being consumed. Equally important, content marketing elevates a brand, by enabling its voice to serve a purpose in its consumers’ lives. It …

It seems that Jeffrey Hayzlett is keynoting almost every single CMO event these days. Since it was Forbes that anointed Hayzlett the “Celebrity CMO” while he was the marketing chief at Kodak, because of his countless media appearances, we wanted to find out what all the current fuss is about. After questioning a multitude of …

We spoke with Colin Westcott-Pitt, VP Marketing, Dos Equis, Amstel Light, Newcastle Brown Ale at Heineken USA, about what’s keeping the Most Interesting Man in the World campaign successful. Delivering consumer craving content and utilizing Facebook as both a research tool and a marketing channel is making Dos Equis a category leader. Westcott-Pitt explains that …

We asked CMOs of 15 top consumer brands to predict how digital media and technology will impact brand marketing in 2012. The feedback we received ranges from proving that mobile and social are no longer just hype to confirming that content can still be King. Regardless of their point of view on which electronic medium …

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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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