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Over the past few years, the role of the Chief Marketing Officer has grown increasingly complex, thanks to the decline in effectiveness of traditional methods of messaging (like print ads, commercials) and the rapid rise of new technological solutions (social media, native advertising, ad exchanges and retargeting, to name a few). Amidst such rapid change, …

Brand Innovators co-founders Brandon Guttman (left) and Marc Sternberg join representatives from Brand Equity Leadership Award-winning firms Panera Bread and Priceline.com at the Brand Innovators Brand Equity summit, Nov. 12, 2013, at Bloomberg Media headquarters in New York. New York City, Nov. 12, 2013 – Brand Innovators today announced the winners of the first annual …

Legendary Entertainment has named Emily Castel Chief Marketing Officer. Castell joined the Legendary team in May, when the company acquired her FIVE33 marketing firm, with offices in Los Angeles and London. The firm, founded by Castell in 2007, had initially been retained by Legendary to market the Guillermo del Toro’s Pacific Rim, a summer release, …

Brand Innovators today announced its Brand Innovators ‘40 Under 40 West’ Class of 2013, honoring the 40 most innovative brand marketers under 40 years old. This year’s winners will be acknowledged this evening, Oct. 17, at a special  ‘40 Under 40′ Celebration at  at the Brand Innovators Mega-Summit, hosted by Twitter at the social media …

A high-ranking Diet Coke executive indicates the brand may be required to polish up its image due to growing consumer concerns over artificial sweeteners. On a press call with financial analysts this week, Coca-Cola’s North American and Latin American chief, Steve Cahillane, shared that Diet Coke is “under a bit of pressure” as a result of …

This holiday season, busy consumers will be enticed to shop at Sears and Kmart from remote locations such as airports, bus shelters and malls, where the retail chain has installed “mobile shopping walls.” These walls feature popular toys from Sears’ online Toy Shop and Kmart’s Fab 15 toy list that can be purchased using Quick …

It’s rare that you will see a brand launch its first major brand campaign with clearly delineated goals and an unorthodox media strategy. Olive oil market leader Filippo Berio is doing exactly that with a new integrated campaign launched last week. “We’ve only been available west of the Mississippi since 2002,” says marketing VP Dave …

Call them brand ambassadors, influencers or simply the most valuable customers. New research is identifying key customer segments is the social sphere, and showing brands new ways to engage them. The latest comes from Ketchum, who has identified a shift in power taking place in the food industry. This shift is evident in social media …

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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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    • Good post Jim, ... RT : Why social works for biz... its all about engagement -inspired by http://t.co/nSxdOiL52R
    • Take the time to focus on positive customer experiences across all touchpoints, both physical and digital.
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