Engagement
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Acquisition
Real Beauty Bottles Draw Praise and Mean-Spirited Comments
Dove’s Real Beauty Bottles campaign transitions its long-running “Real Beauty” campaign that share stories of real women to its product packaging.
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Acquisition
The Glenlivet Modernizes Sampling with The Dram Room
The Glenlivet Dram Room is on the road to mix and mingle with its 30-to-40 year old urban, tech-savvy male target where they like to hang—food festivals.
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Engagement
Is Twitter Right for Your Digital Strategy?
Usage has accelerated for three consecutive quarters, and with no explicit direct competitor in sight, Twitter will be around for the foreseeable future. But, it’s still not right for every brand.
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Acquisition
Tissot President François Thiébaud on NBA Deal, Global Reach
Sports marketing expert Evan Vladem talks with Tissot President François Thiébaud to discuss the strategy of its massive NBA deal.
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Acquisition
Finding the Right Tone for Your B2B Brand Voice
B2B brands that think their customers only make decisions based on logic rather than emotion are forgetting an important fact: Their customers are human too.
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Acquisition
Lean Cuisine’s Package Redesign Drives $58 Million Sales Increase in One Year
After struggling through years of sales declines, Lean Cuisine removed the word diet and made some package design changes to pull the brand out of the ditch.
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Acquisition
Enjoy Life Foods Goes Product Sampling in a Yellow School Bus
Enjoy Life Foods has packed up a yellow school bus with its allergy-friendly foods that work well for school lunches and is on the road sampling its products.
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Engagement
NASCAR Drives Relationships for B2B Sponsors
Both on and off the track, NASCAR sponsorships have resulted in increased engagement for B2B brands like Dow, W.W. Grainger and Caterpillar.
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Data & Analytics
Johnston & Murphy Reengages Best Customers With Direct Mail
A centralized database and a generous direct mail offer enabled Johnston & Murphy to increase repeat purchases among its top tier customers.
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Engagement
3 Key Strategies to Analyze Your Brand
While it’s important to evaluate your brand (and perhaps make revisions), a complete rebrand may not always be the best option.