brand marketing
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Conversations
On Discover’s Latest Brand Spot: Five Questions with SVP and CMO Jen Murillo
We spoke with Murillo about the next phase of Discover’s campaign platform, how the brand is marketing it to consumers and the localized OOH campaign supporting the broader effort.
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Data Driven ROI
Why Performance Marketers Should Lean Into Brand Marketing
Many performance marketers are questioning whether they can afford to spend on direct-response campaigns to grow or maintain revenue. But for smart performance marketers, it’s not a question of whether to spend or cut. It’s a question of allocation—and of revising the old marketing practice of separating branding and performance campaigns. To get real traction with a more integrated funnel approach, consider these seven steps.
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Brands on Fire
Brands on Fire: Mazda CMO Dishes on New Brand Platform and Retail Transformation
Mazda CMO Brad Audet discusses the company’s new brand platform and restructuring, the importance of customer-focused retail experiences and remaining competitive in the automotive space.
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Social
Three Tips for Successful Marketing in Taboo Industries
While marketing around taboo topics like sexual wellness, body hair grooming, cannabis and alcohol has its difficulties (particularly on social media), there are plenty of strategies brands operating in provocative categories can implement to see success. Here are three tips.
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Loyalty Marketing
McDonald’s U.S. Chief Marketing & Experience Officer on Driving Culture and Commerce
How McDonald’s has transformed its marketing organization, from launching a loyalty program to revamping its data infrastructure.
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Social
Building Brands on a Budget: Strategies for Success With Less
Marketing budgets are tightening as people brace for economic uncertainty, and CMOs and marketing teams are being asked to do more with less. However, writes our columnist, an increased budget or a larger team will not automatically solve your problems. Following are several approaches to weave into your brand amplification strategy.
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Video Marketing
Brands on Fire: GoGo Squeez CMO on Marketing to a Young Adult Demographic
The marketing vision behind GoGo Squeez’s latest campaign, including consumer insights, influencer strategy and sustainability initiatives.
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Engagement
Liquid I.V.’s Senior Brand Director on Launching its First Brand Refresh
A conversation with Brittany Shaw, Liquid I.V.’s Senior Brand Director, about the strategy and tactics behind the company’s first brand refresh.
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Social
Using Brand Lift Studies to Measure Impact of Your Influencer Marketing Campaigns
How brand lift studies can help marketers measure the impact of influencer marketing campaigns.
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Demand Gen
The Illusion of Brand vs. Demand Marketing
How can marketers ensure they can elevate brand discussions to the top the agenda in C-suite or Boardroom agenda? The answer, writes our columnist, lies in quantifying and monetizing brand.
