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You are what you wear – the phrase takes on a literal meaning in today’s era of digital wearables. Companies from Intel to Nike are jumping on this important trend,which will be explored in depth at the Brand Innovators Fashion Week summit, February 14 in New York. Brad Berens, Principal at Big Digital Idea Consulting …

Can Russian incompetence translate to an international marketing boon for a popular U.S. food brand? “Sochi Olympics: 5,000 cups of Chobani Greek yogurt are detained” headlined The Los Angeles Times, “Russia blocks Chobani yogurt from Winter Olympics, straining relations,” warned Fox News, “Shipment of Chobani yogurt to U.S. Olympic athletes in Sochi is BLOCKED” blared …

After leaving Walgreens nearly two years ago to join Cambell Soup Company, Adam Kmiec is rejoining the Deerfield, Illinois-based firm in the newly-created position Senior Director, Social Media and Content. “When I left Walgreens it wasn’t an easy decision. Walgreens was and remains a tremendous organization with a leadership and culture, few can rival,” Kmiec …

A few years ago, the term disruption was itself disruptive. Analysts used this term to showcase the big macro changes in the marketplace; Organizations started using this term to showcase how their products would cause changes in that marketplace. But in 2014, has disruption become so commonplace that we no longer see it – that …

“If only I could make this message go viral,” intones Scarlett Johansson in an ad for SodaStream produced for Super Bowl XLVIII this weekend. Indeed, while spots for the annual NFL championship sell for $4 million per half-minute (or about $134,000 per second), it’s the “free” pass-around exposure that is the real gold ring. “Last …

Expert Marketer Magazine has named the book Return on Relationship™: The New Measure of Success by Brand Innovators’ Acting CMO Ted Rubin a finalist in the Marketing Book of the Year 2014 competition. This competition, organized by EMM and its advisory board, determined Rubin’s book to be among the top 20 marketing tomes released last …

Can a button-down analytics program app be the means of unfettering the wildest creative imaginings of the marketing department? The answer, surprisingly, may be yes, and most certainly is if the question is being posed to SAP Senior VP and General Manager, Big Data, Irfan Khan. Speaking at a recent Brand Innovators Big Data summit …

It wasn’t so long ago that real-time bidding (RTB) changed the way we think about display advertising. The ability to go from blindly running banners across a website to targeting individuals in real-time turned display advertising from an art into a science – or at least something approximating a science. And so it was probably …

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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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