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Showing posts tagged brand management

Beauty Is in the AI of the Creative Director

The day when beauty is no longer in the eye of the beholder, but in the eye of the algorithm, is upon us – the day when data drives artistic choices based on objective measures of click-through rates and conversions. Over the last decade, marketing has become an increasingly... Read More

The 5 Habits of Successful Brand Managers

We wrote about the habits of great brand managers a few years ago. While great brands continue to endure, brand-management practices have changed a lot since then. Just three years ago there was no Netflix original content. No Apple Watch. The acronyms IoT and AI were still terms for... Read More

How to Have a Top-Notch Campaign Like Elmer’s

It’s a back-to-school or holiday promotion. It’s a release of a new flavor, new color or new package. It’s only available in the U.S. and Europe, or only in certain parts of the U.S. Whatever “it” is, it will require swift distribution of brand materials. Lots of them: product... Read More

Believe in Mermaids

You don’t go to Starbucks because you like the mermaid logo. At least not consciously. You go because of the experience you expect while you’re there and the latte you’ll walk out with. However, you could identify that mermaid from a block away. And you probably think about how... Read More

How to Avoid #NationalCoffeeDay Campaign Jitters

Drip it, press it, cold-brew it: coffee is the preferred means of combating the yawns all over the world. And, just in case you’re behind on your trending topics, 20+ countries are celebrating #NationalCoffeeDay today. (Another 10 countries recognize coffee on a different day.) Naturally, many coffee brands are gearing... Read More

Meet the Odd Couple: Creative + Operations

“Creative operations is all about operationalizing creative production, which sounds like an oxymoron. It’s that Don Draper plus Henry Ford combination.” That’s the odd couple Krissie Harrigan described when we asked her to share her thoughts on what creative operations is, who’s doing it and why. Krissie is the... Read More

Marketing and IT Need to Hug it Out

Technology drives marketing success today. Marketers currently have more than 3,800 technology solutions to help with just about any conceivable (and inconceivable) marketing challenge. And get this – Gartner predicts that CMOs will spend more on IT than CIOs by 2017! With the growth of SaaS solutions, marketers have... Read More

The 7 Best Marketing and Brand Books

A few years ago we wrote a post about the top books for marketers. It was a really popular post, and it still gets a lot of pickup. And while those books are still good reads, an awful lot has changed since then. Marketers have done such a terrific... Read More

[Infographic] Is MarTech Hurting More Than Helping?

Marketing technology is solving lots of problems. We’re publishing more targeted content to more targeted audiences. We’re getting a better understanding of our customers and the impact of our programs. We’re working as a cohesive unit with partners and colleagues. MarTech is solving so many problems that the number of... Read More

More Engagement, Less Management

The Marketer’s Guide to DAM Raise the profile of a product or company. Make a connection that sticks with consumers. A marketer’s job only sounds simple, but it’s the key to building a brand and making a sale. What was already a demanding job has only been made more challenging... Read More

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