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.
It's important to contextualize brands in the countries in which they were born—at least until they are truly accepted as global brands.
Marketers of the resurrected compact plan for a spike in Web activity following a 90-second spot during the Giants-Cowboys NFL debut.
Italian motorcycle company Moto Guzzi put a new spin on the 90-year-old brand's online presence with a revamped social hubsite.
Yahoo has named Kathy Savitt, the founder of social commerce startup Lockerz, as its CMO.
Lunch is really important, but not everyone has the time to take it. That's why CP+B's created a series of blow-up dolls to promote the new Applebee's lunch menu. Read on. It will all make sense.
As CMO of Xerox, Christa Carone's main challenge is getting the public to recognize the company's vast role as a services provider in the B2B space.
Enterprises should consider using search marketing for branding purposes, based on a study from SEO technology provider Conductor.
If you're headed to the Olympic Games this summer, you might want to keep an eye out for the nearly 300 enforcement officers whose sole job will be to make sure no "ambush" marketing will take place.
"Now what?" It's the most important question you will ever address in brand management. Brands derive value through experiences.
TaylorMade-adidas Golf has chosen social media engagement company Mass Relevance to conduct its social strategy surrounding the U.S. Open.
Thomas Mueller explains why brands don't have to be everywhere at once in order to be successful and provides other e-commerce and branding tips.
David Zwang dives deep on some of the biggest challenges facing marketers today and what they can do to overcome them.
While Gaga doesn't top my playlist, her success as a marketer and builder of relationships with fans is impressive to a brand marketer like myself.
Managing your data so that it works for you takes work — especially in the data-driven b-to-b marketing world.
Americans love good coffee -- but who has the fresher marketing strategy, Peet's or The Coffee Bean & Tea Leaf?
WPP Group's branding and identity, healthcare and specialist communications division reported full-year 2011 like-for-like revenue growth of 6.9% to $10 billion, the holding company said Mar. 1. The unit, which includes direct, digital and interactive marketing agencies, also reported a slight like-for-like revenue decline in the fourth quarter. Havas, which also reported 2011 financials on Mar. 1, said revenue increased 5.6% organically to $2.1 billion, compared with the prior year.
Jaguar's "Alive" campaign (or ALIVE, if one considers the press statement) is a massive branding effort unveiled February 27, modernizing the luxury line of automobiles with slick new logos and some spiffy TV spots, the latter of which tout how the luxury line of automobiles "is as alive as we are."
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.