How Brands Can Inspire Successful Innovation
Picture this: It’s the middle of winter and you’re walking through the aisle of your local drugstore in search of a cure for your chapped lips. Your eye catches a familiar brand name on the shelf among...
View ArticleTailored to Win
Pizza Hut recently added 10 new crust flavors, specialty recipes, new toppings, new drizzles and new sauces to its menu to offer customers a pizza that can be customized 2 billion different ways, built...
View ArticleHow Successful Brands are Monetizing Social Media
Ask a marketer in any industry where he thinks that he is investing the most time and money, and you’ll likely hear “social media” without hesitation. Over the last several years, brands have...
View ArticleThe ‘Spokesbaby’ Strategy
In a world in which consumers constantly are faced with complexity, it should come as no surprise that simplicity sells, so brand managers and agencies often are challenged with how to sell new product...
View ArticleBuilding a Global Brand
All across the U.S., companies big and small are looking to tap into global audiences as a way to expand and grow. Emerging markets such as China, India, Brazil and Mexico offer lucrative opportunities...
View ArticleCreating a Sensory Brand Experience
In order to win, brands must reimagine the customer experience by making it all immersive. When all the senses are engaged—smell, sight, sound—a brand stands apart from the average. After all,...
View ArticleHow to Stengthen Your Brand Visibility
It is time to face the facts: The success of most service-driven businesses, especially restaurants and hotels, have long been affected by online review sites. Recently, though, their efficacy has...
View ArticleHow Storytelling Helps Brands Put Consumers First
Brands such as Google, Apple and Nike are centering brand experiences around the consumer first versus channel first. The traditional brand approach has been about giving the brand different ways to...
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