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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 …

We asked CMOs of 10 Fortune 500 companies to predict how digital media and technology will impact brand marketing in 2013. In this first installment, marketing chiefs from MasterCard, Philips, Western Union and MillerCoors share their prophecies and explain how they’re backing them up. According to Alfredo Gangotena, CMO of MasterCard Worldwide, 2013 will be …

Forbes covered the launch of Poppin, a new vertical online retailer, back in September. With one quarter now under its belt, we revisited with CEO, Randy Nicolau, and CMO, Kevin Ranford, to learn how the company, which is selling products to define people’s workstyle, is driving growth. Brandon Gutman: Since Poppin’s official launch last September, …

It’s been almost two weeks since Disney Parks and Resorts unveiled New Fantasy Land within the Magic Kingdom at Disney World in Orlando, Florida. We sat down with Leslie Ferraro, Executive Vice President, Global Marketing, Sales and Travel Operations at Disney Destinations to hear how the historic expansion is tied to the brand’s quest for …

2012 has been the year of growth for content marketing. Brands have begun to embrace the discipline as a vital part of their overall strategy. What was once a conversation on “why content marketing” has turned into a conversation on “how to.” Here’s how five leading brands are developing content their consumers want. Virgin Mobile …

Earlier this year, we profiled leading television innovator, Evan Shapiro, on how marketers can attain the most value from the evolving medium that is TV. Shapiro explained that TV viewing by consumers has actually increased due to technologies such as the DVR – not despite them. To further understand how DVRs are increasing consumer – …

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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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