Create campaigns that encourage shoppers to celebrate a brand's success by honoring the personal stories of customers.
69% of the $19 billion spent on marketing sponsorships in the U.S. last year went to sports. Only 5% went to the arts.
Marketers have always put calls-to-action in messaging, but research suggests that sequenced ads may be more effective.
Anyone can create a hashtag (and #AnythingCanBeAHashtag)—but only some hashtags resonate.
Failing to measure ROI keeps marketers from getting to the big leagues.
Companies promising to simplify the card carrying experience threaten to eliminate one of the credit marketer's most time-honored branding tools.
No one's saying the massive security flaw isn't real—but lots of people are cynically noting how Heartbleed feels like part of a marketing campaign.
5 ways direct response marketers can be more brand focus in their marketing plans
By day, Mayur Gupta is global head, marketing technology, at Kimberly-Clark. In his off-hours, he blogs.
Marketers should align their social interactions with how they want their brand (and their personal brand) to be perceived.
5 ways marketers can ensure that customers receive, open, and respond to their email.
Marketers can express their brand message in unexpected places—and surprise and engage customers in the process.
4 reasons marketers should care about customer service and how it affects their branding and customer retention efforts.
One Tough Question: What marketing measure is overrated or outdated?
Email marketing is far more than a way for brands to send content and promotions.
Personal branding for marketers and salespeople alike is a business imperative.
Branding isn't just for your eyeballs. Ears can also get in on the action.
When it comes to communicating with brands, customers move to their own beat.
Consumers would rather buy their favorite brands than shop around for private label products.
Moët & Chandon's new brand ambassador Roger Federer kicked off his new role with a slick photo shoot with fashion photographer Patrick Demarchelier.
Three steps to making and keeping a compelling brand promise
If your edgy branding campaign was generating a lot of buzz but at the same turning off a large demographic—what would you do?
The electronics giant uses search queries to select video topics that aim to engage, educate, entertain, and keep Sony top-of-mind.
The brand reputations of oil giants BP and Shell are frequently haunted by past controversies—but which brand strikes oil with its marketing?
A fictitious soda company launched a new branding campaign, and it's causing some friction. See how you would react to this month's marketing challenge.
Chase's luxury credit card brand Sapphire launched a marketing campaign for avid golfers.
Ryan Partnership's design work for Perrier stays true to the brand's personality—refreshing, premium, modern, and clean.
Bad transactional experiences make people mad—but without a smart brand marketing plan in place it's unlikely consumers will be at the point of transaction at all.
Digital marketing today needs to focus on building brand affinity so customers want to hear what a company has to say and offer.
Creating a holistic customer experience through customer insight is a common trait of the world's 100 most valuable brands, according to Interbrand.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...