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 brands

2012 trends through a branding eye

Howard Belk, Siegel+Gale February 07, 2012

We're a month into the New Year. So, what's in store for major brands in 2012? I have a few predictions.
 

To know me is to target me

Scott Donaton, Ensemble February 01, 2012

While privacy concerns are understandable, what most people care about at the end of the day is the price-value equation. They're willing to give up personal information about themselves if it helps a marketer target them more effectively and efficiently. If you can use past behaviors and stated preferences to deliver a better experience and waste less time, go for it.
 

Despite rewards, some brands fail to send targeted emails

February 01, 2012

At Orbitz, targeting based on demographic and psychographic data is so refined that the company sends out campaigns to as little as 10 people.
 

Teenage apparel retailers struggle to integrate across marketing channels

February 01, 2012

Abercrombie & Fitch and American Eagle Outfitters use diverse direct marketing approaches to sell similarly priced apparel to teenagers and young adults.
 

Customer loyalty strategies determine the department store champion

January 01, 2012

In addition to long-standing tenure in the retail space, Wal-Mart Stores and Sears Holdings Corp. apply a similar approach to direct marketing, including direct mail, email, social media outreach, loyalty rewards and extensive e-commerce platforms.
 

Social is Santa's not-so-little helper

December 28, 2011

Who doesn't love a good infographic? Check out how social influenced holiday sales in a big way this year.
 

Johnson and Johnson names new marketing chief

December 14, 2011

Johnson and Johnson will promote Michael Sneed to VP of global corporate affairs effective Jan. 1, the company said in a statement. He will report to Johnson and Johnson chairman and CEO William Weldon.
 

Twitter to offer brand pages

December 08, 2011

Twitter will join Facebook and Google in offering brand pages that allow advertisers to get more of a handle on the content their followers see and how that content is displayed in an effort to broaden the microblogging site's appeal, the company said Dec. 8.
 

The nuance of nuance

Mat Zucker, is a member of the John Caples International Awards Executive Board December 01, 2011

I hope you don't need me to tell you how important the idea is in marketing these days. When everyone has the same list, the same boring offers, comparable infrastructure and wide array of media choices, it's the creative idea that differentiates - the single idea which reflects the brand's point of view and connects with the customers to provoke a perceptual and behavioral change to solve a problem.
 

Office supply chains apply integrated 
strategies to stoke sluggish sales

December 01, 2011

Office supply chains Staples and Office Depot started the year in equally disappointing fashion.
 

Q&A: Ben Sutherland, global head of direct, Mindshare

July 01, 2011

Ben Sutherland, Mindshare's global head of direct, discusses the difficulty in segregating existing customers and importance of measurable media.
 

Organic, FutureBrand exec launches consultancy

February 08, 2011

Stephen Beck, former chief strategy officer at digital agency Organic and one-time co-CEO of FutureBrand, launched management consultancy cg42 on February 8. The Wilton, CT-based firm will help companies maintain a consistent brand presence and market themselves according to their core deliverables, Beck said.
 

Skepticism rules in the new year

Danny Flamberg, MD, digital strategy and CRM, Kaplan Thaler Group January 01, 2011

Digital marketing strategies in 2011 will be played out against a background of macro-trends in the US culture and the economy.
 

Something old, something new

October 18, 2010

Last week, while I was waiting to meet with PJ Pereira and Andrew O'Dell, of the full-service advertising agency with a digital bent that bears their names, I soaked up their office space's quirky elegance.
 

Branded entertainment poised for rebound

Mercedes Cardona June 29, 2010

Companies may have spent less on branded entertainment and event marketing in 2009, but the sector is bound to grow solidly this year and for the first half of this decade, according to a new forecast.
 

Wish Farms debuts digital campaign to promote new brand name

January 20, 2010

Wishnatzki Farms, a Florida strawberry farm, launched a digital campaign this week to promote its new consumer brand name, Wish Farms. The effort includes e-mail, social media, viral videos and giveaways.
 

As brands become publishers: transition with a CRM twist

Matt Goddard, CEO of R2integrated (R2i) December 09, 2009

Brands are now developing proprietary Web content and experience-rich places where they have direct access to and can control interaction with consumers. The Internet as a research and buying engine—and changes in consumer behavior—has turned brands into publishers.
 

Online consumers heart Google again and show some love for Facebook in Forrester report

November 17, 2009

Search leader Google again topped the list of consumers' favorite online brands, with Yahoo and Amazon behind it, according to Forrester Research online brand analysis published November 16. Facebook, offered for the first time to participants as a choice, finished as the fourth choice.
 

Haggin Marketing rebrands as SolutionSet, merges business units

October 19, 2009

Haggin Marketing combined its four divisions into one unit and rebranded itself SolutionSet on October 19. The company merged its original direct and retail marketing group with digital marketing and technology, database marketing and franchise and local marketing units it picked up via acquisition over the past three years.