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The ties between Twitter and TV keep getting stronger. Today Nielsen announced the commercial launch of Nielsen Twitter TV Ratings, a metric for of the total activity and reach of TV-related conversation on Twitter. Nielsen Twitter TV Ratings measure not only “tweeters” but also the much larger “audience” of people who actually view those Tweets. …

Dodge and Paramount Pictures aren’t being shy about the size of their new marketing partnership. It is, they say, “the biggest ever original content promo.” And Ron Burgundy is on the scene. Will Ferrell will reprise his role as “Ron Burgundy” as the new face of the new 2014 Dodge Durango as the brand launches …

Hallmark is putting an innovative spin on brand partnerships and the more difficult side of its brand promise. It’s easy to send a birthday card or get well message. But much harder to communicate gracefully with people in long-term hospital stays or serious illness conditions. Last week it announced that it is forming a strategic …

One of the better BtoB bloggers is SAPs Michael Brenner. His most recent work has been in tandem with Joe Pulizzi’s book “Epic Content Marketing.” Says Brenner: “The world is now swimming in content and information. While we, as content consumers, are having fun creating and consuming all of this content that moves around the …

We’ve heard a lot about the power of the CMO lately. Don’t count out his or her organizational counterpoint. The CFO is mounting something of a brand comeback. PwC and the Wharton School Of Business released a report this week that details ways that the CFO can participate in marketing without re-structuring changes that have …

Not many years ago a video studio could make a living producing video ads for just one or two clients. For campaigns with a heavy retail message they’d spend days producing cuts of the same offer for each television market. They’d probably have several versions for each location, with messages like ‘starts tomorrow’, ‘must end …

As the Brand Innovators Content Marketing Summit opens in Dallas, this area of digital branding is arguably the hottest game in town. It will be a $120 billion business by the end of the year. More than 86 percent of all brands have adopted it and 78 percent of all CMOs think it is “the …

As Breast Cancer Awareness Month kicked off on Tuesday, there was no shortage of brands devoting their creativity and expertise to charity. Brands from Astra-Zeneca to the NFL to Harley-Davidson have supported “Pinktober” with major initiatives. However, you would be hard-pressed to find one more innovative than Estee Lauder’s. “Every year we have used a …

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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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