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The best way to describe why Television is still, and will continue to be, the most powerful media in human history regardless of the plethora of recently developed devices or platforms for TV delivery and consumption is as follows – “TV is not the act of watching something; it is the emotional engagement the audience …

On March 29th, Devaraj Southworth, VP of Online and Mobile Partnerships, joined the Brand Innovators E-Commerce panel, “Mobile, Mobile, Mobile,” at the Crosby Street Hotel in NYC. Jason John, Sr. Director of Online, Mobile & Social Marketing at Gilt Groupe moderated the discussion, covering best practice, case studies, and how major brands are leveraging the …

Mark Bonchek, SVP of Communities and Networks for Sears Holdings, has been a pioneer in social engagement since the 1990s when he received the first Ph.D. granted by Harvard on the subject of social media. Since then he has worked with organizations ranging from IBM to The Economist to the U.S. Department of Education. His …

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 …

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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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