Alouettte Repositions Brand to Beat Seasonal Stereotyping
Just like actors who get over being identified with an iconic role think Melissa Half Pint Gilbert or Adam West products can also get typecast as Alouette,...
Sweetriot Promotes New Candy Bar on Virgin America Flights
The New York-based candy maker is promoting the $3 bar 65% dark chocolate with crunchy cacao nibs by offering it on Virgin America flights starting this...
Logo Premiums Help Syfy Rebrand Network
Last month, Sci Fi, the science fiction channel, unveiled to viewers its name change to Syfy, a trade-marketable brand name that reflects a broader range...
In DRTV, Honesty is the Best Policy
Thanks to DVRs and TIVO, getting consumers to focus on your DRTV message is harder than ever before. One good way to do that is very simple keep it real....
With Numerous Brands on a Range of Platforms, Hasbro Want to Be King of the Global Toy Box
Spend time with a child and you'll see the world in a different way. Unencumbered by the restraints of adulthood, they imagine and reimagine the world...
Changing Channels: The Future of Television for Marketers
As television becomes more niche in terms of both audience and programming, a long tail of channels is developing, creating both a need and an opportunity for farther-reaching and more targeted advertising. This generates a need for more accountability, better measurement and a revenue model that can be scaled to hundreds of channels. ...
Getting Your Web Site To Work For You in Global Markets
It's no surprise that consumers and business buyers demand a local language. Non-English speaking consumers or those with limited English proficiency are 4.8 times more likely to buy products offered and documented in their own languages. ...
Big Brands Embrace Performance-Based Pricing Agency Relationships
With a contagious desire for accountability spreading among marketers, some big brands are insisting their agencies change pricing models ...
Luxury Brands Waking to a New Reality
As the recession keeps depressing, luxury brands are experiencing a wake-up call from this nasty cycle and from chastened luxury buyers...
Finding Ways for Athletes to Leverage Your Social Media
As we all rush to update our Facebook profiles, send out our latest Twitter feed or wonder what to do with our MySpace page, there are a few social media stars who have gained a following worth capitalizing...
Focus on Current Customers to Ring the Register
A luxury marketers' best investment is to use their systems to know the customer that is shopping and direct their marketing efforts to capturing a majority share of their wallet...
[What has the stronger pull in a down economy creative or offer?]
We are in one of the most transformational times for marketing and communications. For newspapers and trade publications, it is truly the Chaos Scenario...
Does Your Branding Measure Up?
It's no secret that today many brand marketers are taking cues from direct marketers. They're making their campaigns measurable and discovering the power...
Cheerwine's Time Has Come for a National Brand Push
What is it about carbonation and the Confederacy? Coca-Cola, Pepsi, Mountain Dew and Dr Pepper all have Southern roots and all have grown into global...
Offer or Creative – Which Has the Stronger Pull?
What works better in a down economy, a crackin' offer and incentive, or innovative creative that builds the brand positioning? We offered a taste of Ron Jacobs and Paul Kuzma's thoughts in the June/July issue of Chief Marketer. For their full arguments, read on…...
Screw It, Let's Ride
When it comes to iconic American brands, taking over the care and feeding of cycle maker Harley-Davidson probably ranks right below representing the Declaration...
In Search of the Siren Song
I read a lot of creative briefs. Some read like action movie scripts, some like comedies. Most bore me to tears. Lately, many are focused on especially...
Digital Media and Traditional Media: Will it Blend?
Digital media and traditional media are at a crossroads - and when it comes to research and measurement, marketers are having difficulty knowing which way to turn...
What Makes Consumers Passionate About Brands?
There are seven key ways to create passion and develop a deep relationship with consumers. When the pressures mount on the bottom line, CMOs typically look to the expense side of products, both R&D and marketing...
To Tweet or Not to Tweet? How Twitter Can Further Your Brand
Here's a few recent anecdotes to help demonstrate how companies need to think about Twitter and its impact on their brands...
Marketers’ Online-Ad Thinking Backward: Eyeblaster Executive
Marketers have online advertising utterly backward in their thinking, according to Dean Donaldson, digital experience strategist for campaign-management firm Eyeblaster...
Building Your Brand by Creating Community
A popular and effective method for growing your brand's online presence is building an online community, and let your customers lead the way from a touch point they control...
Transform Your Brand With Search
Thanks in part to natural search, "brand awareness" displaced sales in 2008 as the top objective for advertisers' search efforts...
Shop Talk: Kmart Goes for Customers Who Want Style With Smarts
Mark Snyder can empathize with Barack Obama, another leader who has taken over in a really tough time. Except Obama didn't have to worry about Black Friday....
To Reach Shoppers, Offer Solutions
Shopper marketing can help improve sales in a tough economy. Here are a few examples...
