Marketing

An old yet dominant definition of branding is emotion-driven storytelling in which the brand works to attract and guide us by projecting a desired lifestyle. An established yet fringe definition of branding is storytelling inspired by the tangible qualities of the objects or systems the brand supports. This later definition and approach to branding reverses out of transcendent, emotion-based brand experiences and gives more responsibility to the customer’s intelligence to create the experience and meaning. What would our branded world look like if this approach was widely adopted? Rebranding Branding, a graduate thesis, explores this question.

In the battle for company resources during the downturn marketing must do more to promote its contribution to the bottom line in the annual company report.

Creating a winning marketing campaign requires extensive planning, a unique brand idea and a strong partnership between client and agency. Based on these pillars, Dieste Inc. and HP developed the HP Insider, an award winning multicultural marketing program. Launched in October of last year, the HP Insider has been recognized so far by the advertising industry with three prestigious awards.

Kraft Foods announced plans to become the first company to use the Smart Choices Program nutrition criteria to identify which products it advertises to children ages 6-11 in the United States.

2010 holds the promise to be a banner year for marketers. Customers and prospects alike are reevaluating their definition of value and actively seeking new business relationships. What’s different?

This white paper outlines Nielsen’s approach to the emerging discipline of Shopper Management, an approach that integrates loyalty, transaction and consumer panel information and other contextual data, translates these data sets into segmentation layers that reflect consumer behavior, attitudes, product affinity, spending and promotional response patterns, then delivers actionable insights to guide in-store strategies. Download here.

Marketers in the $4 trillion global communications industry are facing unprecedented challenges in building loyalty and retaining customers as cut-throat competition and new service models undercut pricing, prey on lucrative customers and disrupt established markets.

Advertising, almost by definition is cultural. Advertising influences our culture. The culture influences advertising. Now, in a country with so many different cultures producing advertising that is meaningful to these diverse cultures is a challenge. While it is true that in some cases a single message may do well across cultures, many times the message would be more effective if it is customized to the target culture.

Competitive crunch and convergence in the $1 trilling dollar global communications marketplace is fueling increased customer churn, and testing customer loyalty. Marketers are facing unprecedented challenges in building loyalty and retaining customers as cut-throat competition and new service models undercut pricing, prey on lucrative customers and disrupt established markets.

WEBCAST: Come learn how three award-winning campaigns arrived at their big ideas, effectively brought those ideas to life in engaging and interactive ways and achieved real marketplace results.Date and time: Thursday, August 13, 2009 11:00 am.

Even in the midst of the current recession, 42 percent of nearly 1,000 global business leaders polled plan to increase marketing budgets in 2009, and an additional 43 percent plan to maintain current levels.