brand marketing

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  Acquisition

  Puerto Rico’s Brilliant Marketing Elbows Hurricane Maria Out of the Picture

  Leah Chandler, CMO at the Destination Marketing Organization, talks about the challenges she took on and how the team came up with its brilliant strategy to get marketing—and tourism—back on track.

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  Acquisition

  3 Steps for Using Audience Culture to Improve Brand Marketing

  Targeted demographics are often too broad or general to resonate with a
  specific segment of consumers for brand marketing.

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  Acquisition

  Skechers Rips Nike Over Exploding Shoe

  Sneaker brand Sketchers, as brands will do, has taken advantage of Nike’s recent bad luck.

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  Acquisition

  Gillette’s New Ad—Razor Sharp or Cutting it too Close?

  Gillette’s new spot has sparked passionate dialogues. But despite lots of support, some said
  the Gillette spot painted men in a bad light and sparked the hashtag #BoycottGillette.

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  Agencies

  Brand as Star? Supporting Actor? Director? Producer?

  Aspiring to play a specific role in the customer’s mind is, or should be, a focus for brands. But what role should they play? Hero? Mentor?

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  Agencies

  Why Brand Marketers Need to Truly Connect With Consumers

  Learn the pitfalls brand marketers need to avoid when trying to build relationships with consumers.

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  Agencies

  Does Your Brand Have Soul?

  In the “Age of the Customer,” the key question for branding has become: Does your brand have the attributes—the soul—to attract the right audience?