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In this Brand Innovator Spotlight, Richard Mumby, VP Marketing at Bonobos shares how the male focused e-tailer is launching new categories while maintaining its brand positioning. Brandon Gutman: People tend to think of Bonobos as an online company selling men’s pants. How does that affect the Bonobos brand positioning? Richard Mumby: Bonobos was started to …

In this Brand Innovator Spotlight, Emily Culp, VP Global Digital/Consumer Marketing & Media at Clinique, shares how the brand piloted its latest mobile app in Korea to ensure global adoption. Brandon Gutman: Why did Clinique decide to create their Clinique Forecast mobile app program and launch it in Korea? Emily Culp: In February, we developed …

In this Brand Innovator Spotlight, Chris Neugent, Chairman & CEO at Malt-O-Meal explains how the CPG brand is increasing market share by not just being lower priced but via green packaging that goes social. Brandon Gutman: Your competitors have always referred to the Malt-O-Meal Company as a “deep discounter” and a “price led” brand. Is …

In this Brand Innovator Spotlight, Ken Hittel, VP Corporate Internet at New York Life explains how the insurance company is growing a positive brand presence online by allowing consumers to speak freely. Brandon Gutman: Please explain how allowing negative comments in social media has positively built your brand. Ken Hittel: You do have to trust …

In this Brand Innovator Spotlight, Magnus Jonsson, VP Marketing for Beiersdorf USA, shares how the skincare company is celebrating the centennial of its NIVEA brand and how it’s evolving digitally. Brandon Gutman: Tell us about the NIVEA 100 Year House and what prompted it. Magnus Jonsson: As part of our year-long 100th anniversary celebration, we’ve …

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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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