Archives for Brand Management
Branding consultant and former Global Director of Creative Strategy at Coca-Cola Daryl Weber shares insights from his book, Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands, and offers tips on how to forge emotional connectio...
Many once-dominant brands find it tough to stay relevant today. Brand strategist Nicole Ertas offers tips for building a "free range" brand that reaches various types of buyers. She also discusses new buyer archetypes and how to appeal to each type.
A brand's name can make or break a business. Naming expert Mike Pile of Uppercase Branding shares his secrets for winning the high-stakes name game.
The co-authors of The Physics of Brand share insights from the book on building a valuable brand. Authors and marketing experts Dan Wallace, Aaron Keller, and Renee Marino discuss who drives the majority of buying decisions, how you can connect with in...
Avenue CEO Bob Domenz discusses brand activation and engagement for B2B organizations.
SAP Ariba CMO Alicia Tillman discusses the company's rebranding campaign and commitment to ending forced labor throughout the supply chain, and how B2B buyers and B2C buyers are not so different.
Stonewall Kitchen CEO John Stiker shares the story of how two entrepreneurs grew their homemade jam and jelly business into an international success through content marketing, social media, and brand engagement.
Fitness expert, author, and YouTube personality Lucy Wyndham Read shares how she dominated the HIIT (high-intensity interval training) market through endorsements, social media marketing, content, and more.
Janice Person, online engagement director at Monsanto, shares how blogger outreach and community engagement help the B2B company to overcome negative brand sentiment, misinformation, and outright trolling.
Book marketing and publicity expert Fauzia Burke has run campaigns for Mary Higgins Clark and Tom Clancy, among many others. Here, she shares tips from her recent book, Online Marketing for Busy Authors.