Hard evidence is critically important to any brand case, and an evidentiary overlay can be a tremendous asset in building and communicating a uniquely compelling brand position.

A new generation has stepped up to meet the challenge of preserving our environment. These young activists come from all socio-economic backgrounds and from all parts of this country. Unlike prior generations, one thing these mini eco-warriors do have in common is a unified concern about their environment and a profound belief that they can make a difference.

At the AAAA Media Conference in 2005, P&G's Chief Marketing Officer Jim Stengel prognosticated, and I'm paraphrasing, "In 10 years we'll be evaluating media buys based on engagement."  Within days, "engagement" was the hottest buzz word in media.  Councils were formed, papers writ, models dev

Consider this idea: Marketing leadership is shifting from command-and-control to cultivate-and-coach.

What are the greatest challenges faced by Chief Marketing Officers around the globe? What strategies are they implementing to surmount these challenges?

As the stock market crumbles, retail sales fall and consumer confidence plummets, businesses are looking for ways to survive and thrive in this economic climate.

A glimpse is all it takes.

Despite an explosion in the number of digital video recorders (DVRs), TV advertisers do not necessarily need to fear their dollars are completely wasted by ad skippers.

A new study conducted by Jack Morton Latino demonstrates the value of live events for marketers trying to reach US Hispanics, the nation's fastest-growing demographic.

The study demonstrates, among other things, that:

Now that The Brand Bubble has spelled out that most brands--and therefore their companies--are greatly overvalued by the financial markets, we find out that those on the inside do not have a clear idea of what their brands are worth, either.

Alcohol advertising is heavier around schools with 20 percent or more Hispanic students than near schools with a smaller Hispanic population, according to a new study from The University of Texas at Austin's College of Education and the University of Florida's College of Medicine.

Telemundo Communications Group announced a concept integration partnership with Chevrolet for the recently-premiered primetime novela, "El Rostro de Analia." The announcement was made by Jacqueline Hernández, Chief Operating Officer, Telemundo.

"Better for You" or healthier kid food products are the hottest battleground for food marketers nationwide. Yet, as in most battlegrounds, the field is overwhelmed with "dead soldiers," or "BFY" products that seemed great in the lab, on the PowerPoint, or in research exercises.

Consumers approach different categories of consumer packaged goods with different mindsets, and marketers that understand and leverage these can enhance their products' performance, according to a new study from The Nielsen Company.

Not all execs use methods they deem best.

How should we organize for digital marketing? I sometimes wonder how straight a question that really is. Recently, I was asked to help a friend consult with a CPG company that wanted to know this very thing.

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