Brand Marketing
The Relevance of Credibility in Marketing
Look no further than two recent examples of relevancy gone bad and the negative impact it has had on the brands: Tiger Woods and Toyota. ...
Take the Customer Experience Beyond Branding
Let's face it: consumers are jaded. Me-too products have proliferated, rapidly becoming commoditized in the process. Consumer trust has been repeatedly violated, often by long-standing companies. And in this economy, there are too many brands chasing too few dollars. ...
Silo-Busting Media Strategy & Allocation in Three Key Steps
Broken media buying models can sink a brand's advertising performance. Still, they can run rampant today, even among top brands. ...
Pitney Bowes Addresses a Shifting B-to-B Market
When you hear the name Pitney Bowes, as a marketer, your mind might immediately go to the mailbox postage meters for big and small enterprises, direct...
Chieftains: Who is the Best Celebrity Pitchman (or Woman) and Why?
QUESTION: WHO WOULD YOU SAY IS THE BEST-EVER CELEBRITY PITCHMAN (OR WOMAN), AND WHY? MATT JONES, VICE PRESIDENT, CREATIVE STRATEGY, JACK MORTON WORLDWIDE...
Late Night Brand Bungling
IF YOU WANT TO SEE A GREAT EXAMPLE of how to completely ruin your brand positioning, turn your dial to NBC. Until the early 1990s, the Peacock Network...
Volvo Stakes Claim to Twilight
Apparently vampires can sell everything to teens and tweens, from fast food to packing tape. But cars? Car maker Volvo says it has proof O-positive that...
Q&A:Visa Aims for Gold
Visa has long focused on sports sponsorships as a part of its marketing playbook. Its core roster of partnerships includes a new extension of its long-time...
Be Omipresent, Like Martha Stewart | Be Everywhere
Direct mail isn't cheese, so there's no reason it should stand alone Try emulating Martha Stewart's strategy of brand omnipresence. The domestic diva's...
Frito Lay Develops Portfolio of Products for Women
Frito-Lay developed a portfolio of products specifically for women around its "Only in a Woman's World"...
Crowd Pleasers: Threadless Gives People What They Want
The headquarters of Threadless.com look like the collision of a dot-com startup and the Little Rascals' clubhouse. The main room of the offices on Chicago's...
The High Notes of 09: The CMmy Awards Honor the Best of the Year
Forget about the Oscars or the Emmys. Here's the CMmys our editors' takes on what from 2009 marketers should emulate, celebrate or have a big old heapin'...
Down the Track: What to Watch for on the 2010 Express
See that light in the distance, getting closer at a breakneck pace? 2010 is almost in the station. Here are a few issues to consider, and companies and...
National Brands Strike Back
During the past year, store brand sales have increased by 10% versus 2% for national brands. According to Nielsen, while store brands comprise just over 10% of most retailers' total product mix, they also account for over 20% of sales, while achieving a turn rate that is better than two-to-one. ...
How Brands Can Use Digital to Create Customers
When you hear the term "connected consumer," what comes to mind? If you're like me, you see a teenager with an iPhone surfing the Internet, listening to Pandora and cruising through an H&M. You might not picture yourself, but perhaps you should. ...
Social Media Users Open to Marketing Messages: Survey
The findings from a new Performics and ROI Research survey of more than 3,000 consumers about their use of social media many reasons to get excited about social media marketing strategies. ...
The Blueprint for Building a Global Brand
Marketing as a discipline has been rocked by many trends and changes in the past few decades. One of the more subtle, yet increasingly powerful, is the shift in how companies are focusing on marketing effectiveness and organizing around fewer—but more global—brands. ...
Live From DMA09: It's Martha's World, We Just Live In It
Martha Stewart has a simple goal for her company: omnipresence....
Brands Buy In to AMC's "Mad Men" | Marketers Mad About the Show
Advertising is about one thing: happiness, says a character in Mad Men. Advertisers themselves seem very, very happy that the AMC show is a hit and went...
Doritos Amps Up Super Bowl, Xbox Campaigns
There may be people who think it's no big deal to have their homemade commercial run during the Super Bowl, or to get a first video game design placed...
Crayola Goes Back to School With Social MediaCrayola Goes Back to School With Social Media
The start of the school year can be a stressful time, full of separation anxiety and fears of the unknown. It's no day at the sandbox for kids, either...
Ogilvy's Shelly Lazarus on the Past and Future of the Ad Game
CHIEF MARKETER: In school, you majored in psychology. What was the attraction to advertising? There's obviously a natural link. LAZARUS: I was at Smith...
Q&A With Denny's CMO Mark Chmiel
On the menu of restaurant promotions, is a hot item these days; chains of all types are whipping up giveaways to struggle against dwindling traffic. But...
Define Your Brand and Sharpen Your Competitive Edge
In today's world of ongoing financial turmoil, consumers are searching for—and demanding—a level of trust. For smart marketers and senior executives, this spells opportunity....
Hitting the Online Bullseye Requires Brand Democracy
The people who use your brand are well qualified to help chart its fortune. They'll tell you what they want and how they want it. The brand's job then is to be responsive, like a friend or mate. ...
