brand marketing
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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.
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Technology
3 Ways to Safeguard Against ‘Blandification’ in the Age of AI
There’s a growing concern that the widespread adoption of AI can lead to “blandification”—a homogenization of creative outputs that lack uniqueness and personality. Here are three ways brands can avoid such pitfalls.
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Video Marketing
How Non-Endemic Brands Leveraged the Super Bowl’s Pop Culture Moment
How non-endemic brands—in the airline, gaming and healthcare industries—leveraged the Super Bowl for their marketing and communications strategies.
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Technology
Building AI Brands: Be Human-Centric, Accurate and Strategic
When it comes to marketing AI brands themselves, there are unique challenges to that exercise, such as navigating hype cycles, pushing the human-centric element and crafting high-tech storytelling.
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Engagement
Adobe Chief Brand Officer Talks Experiential Strategy at the 2024 Sundance Film Festival
Heather Freeland, Chief Brand Officer at Adobe, talks program strategy, engagement and advice for fellow brand marketers at Sundance.
