Archives for Brand Management
The CMO of GE Business Innovations & GE Ventures discusses branding and demand generation, the role of emotions and data in powering your marketing, the importance of a diverse marketing team, and building and measuring brand value.
Author and brand strategist Nick Westergaard of Brand Driven Digital shares tips from his latest book, 'Brand Now: How to Stand Out in a Crowded, Distracted World.'
Lawson Abinanti, B2B marketing and messaging strategy consultant, offers tips for positioning a B2B brand, and urges marketers to be "ruthless" by focusing on ideal buyers instead of diverting resources to one-off sales.
In this podcast, award-winning mountain climber and guide Vern shares the story of how he built a global reputation for guiding people on some of the world's most daunting climbs, and discusses one of his books, Seventy Summits: A Life in the Mountains.
Kathleen Reidenbach, chief commercial officer for Kimpton Hotels & Restaurants, shares lessons in managing a global brand for a hospitality company with more than 60 boutique properties all over the world.
Barry Kirk, vice-president of marketing for Maritz Motivation Solutions, shares tips on developing effective loyalty programs and discusses strategies for building "cult loyalty" for your brand.
Branding and merchandising expert Andrea Syverson explains how brands can become merchandising rock stars, how B2B and B2C brands alike can use merchandising to address customer pain points, and how "verbifying" your brand can help you to focus your ma...
Best-selling author and marketing expert David Meerman Scott and musician Juanito Pascual, co-founders of sonic branding studio Signature Tones, discuss how a "sonic logo" and custom music can help you connect with your audience.
Joe Martin and Mark Booth of Adobe talk about how Adobe effectively uses influencer marketing to dramatically increase the company's reach during (and long after) its annual flagship event, Adobe Summit in Las Vegas.
Digital marketing experts Seth Price and Barry Feldman discuss how to balance your employees' personal brands with the corporate brand, and they share insights from their personal-branding book, The Road to Recognition: The A-to-Z Guide to Personal Bra...