Most Active Articles 2009-11-26T03:28:51.655-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:brand-marketing Roger Neal rneal074 urn:com:businessweek:bx:article:4580722297528682484-1cdba94d76d5351f1e065c47d42ca28a 2009-11-24T21:35:18.305-05:00

MX is a conference for people who take a leadership role in guiding better experiences into the world. This year, MX serves up examples to learn from and approaches to adopt that can help you lead your organization toward investing in or improving your customer experience on the web, mobile, and more. Over a day and a half we'll look at the key elements critical to your success as a leader: experience strategy and communicating that strategy, organizational buy-in, results-oriented investment and measurement, and the emerging trends you'll have to master.

MX is a conference for people who take a leadership role in guiding better experiences into the world. This year, MX serves up examples to learn from and approaches to adopt that can help you lead your organization toward investing in or improving your customer experience on the web, mobile, and more. Over a day and a half we'll look at the key elements critical to your success as a leader: experience strategy and communicating that strategy, organizational buy-in, results-oriented investment and measurement, and the emerging trends you'll have to master. http://mxconference.com/ Itamar Medeiros imedeiros325 0 0 0 0 urn:com:businessweek:bx:article:12571776821413877896-6989a25aa5d816ceead734ee32b0be59 2009-11-24T18:30:41.227-05:00

Motorola passes Apple in brand loyalty among men - study By Neil Hughes Published: 02:00 PM EST Motorola has exceeded Apple in brand loyalty among men ages 18-and-up since the launch of its new Droid handset, but the iPhone maker has remained well...

Motorola passes Apple in brand loyalty among men - study By Neil Hughes Published: 02:00 PM EST Motorola has exceeded Apple in brand loyalty among men ages 18-and-up since the launch of its new Droid handset, but the iPhone maker has remained well... http://www.drewkerrpress.com/2009/11/brandindex-in-apple-insider-motorola.html Drew Kerr dkerr475 0 0 0 0 urn:com:businessweek:bx:article:2142549968171149408-42fcdd1d6e383e175b04d2e742cc090d 2009-11-23T17:46:23.637-05:00

Today's advertising professionals need to break out of campaign thinking and embracing conversation thinking. Successful marketing in the future will need to focus more on connecting with consumers versus just selling them stuff.

Today's advertising professionals need to break out of campaign thinking and embracing conversation thinking. Successful marketing in the future will need to focus more on connecting with consumers versus just selling them stuff. http://tommartin.typepad.com/positive_disruption/2009/11/tom_martin_social_media_strategy_consultant_speaker_stop-campainging-and-start-conversing.html Tom Martin tmartin858 2 1 0 1 urn:com:businessweek:bx:article:14134557681163424177-c9ad3a8a85ae77ab4718226e1aad0de1 2009-11-22T21:10:26.039-05:00

Why Brands Must Be Willing to Redefine Themselves to Remain Relevant.

Why Brands Must Be Willing to Redefine Themselves to Remain Relevant. http://adage.com/cmostrategy/article?article_id=140587 Itamar Medeiros imedeiros325 9 9 0 0 urn:com:businessweek:bx:article:2115714341105388395-a447303fc8b076b9e3894c74d76a14c7 2009-11-19T16:45:35.377-05:00

FEED is Razorfish’s annual study charting how technology is changing the way consumers engage with brands. The report, and the blog, are written by Garrick Schmitt, Group Vice President, Experience Planning.

FEED is Razorfish’s annual study charting how technology is changing the way consumers engage with brands. The report, and the blog, are written by Garrick Schmitt, Group Vice President, Experience Planning. http://feed.razorfish.com/ Eric Tsai etsai275 2 2 0 0 urn:com:businessweek:bx:article:1116026915454693308-4d30373df1a60399de3f17a392433380 2009-11-20T17:31:57.843-05:00

Back in June, Miracle Whip broadcasted its condiment manifesto to Gen Y. Punctuated with the official quivery chalkboard script of all advertising-spawned youth movements and set to a swaying, polyethnic crowd kickin' it kiddie-pool style, a bored...

Back in June, Miracle Whip broadcasted its condiment manifesto to Gen Y. Punctuated with the official quivery chalkboard script of all advertising-spawned youth movements and set to a swaying, polyethnic crowd kickin' it kiddie-pool style, a bored... http://www.unboundedition.com/pdp_thinking/2009/nov/20/miracle-whip-finds-its-brand-voice/ Patrick Davis Partners jdebruijn841 1 1 0 0 urn:com:businessweek:bx:article:16181610431168117583-d2f6a61743082a70f3e3caab43dcca1d 2009-11-11T12:21:46.085-05:00

What do Dove, Sony Ericsson and Coors Light have in common? They've all successfully repositioned themselves as global brands. Learn what you need to do to connect with your audience on the worldwide stage and inspire passion about your brand.

What do Dove, Sony Ericsson and Coors Light have in common? They've all successfully repositioned themselves as global brands. Learn what you need to do to connect with your audience on the worldwide stage and inspire passion about your brand. http://chiefmarketer.com/disciplines/branding/global-brand-1110/ Eric Tsai etsai275 28 26 1 1 urn:com:businessweek:bx:article:2491210189784242056-ca4e07f83aa5a84ef654eb7f73add867 2009-11-20T02:13:27.004-05:00

I'm a frequent Costco shopper—buying things in bulk just makes sense for a growing family. Every trip has the same ritual to it; find the things we need, avoid the things we don't, try lots of samples (a.k.a. lunch) and then... wait in the enormous lines. Many people dread going to Costco solely because of the long lines. I would hazard to guess that this is one of the biggest friction points in their customer experience.

I'm a frequent Costco shopper—buying things in bulk just makes sense for a growing family. Every trip has the same ritual to it; find the things we need, avoid the things we don't, try lots of samples (a.k.a. lunch) and then... wait in the enormous lines. Many people dread going to Costco solely because of the long lines. I would hazard to guess that this is one of the biggest friction points in their customer experience. http://www.cooper.com/journal/2009/11/the_barcode_hunt.html Itamar Medeiros imedeiros325 0 0 0 0 urn:com:businessweek:bx:article:50175688959177821-3a7ecbc9384bb26044ee301961e39998 2009-11-17T11:06:49.294-05:00

It was a brilliant plan, and no less brilliant for being sacked almost immediately by the NFL. The idea: Hustle up free advertising during Sunday afternoon games by getting NFL players to strike a Captain Morgan pose after scoring a touchdown,...

It was a brilliant plan, and no less brilliant for being sacked almost immediately by the NFL. The idea: Hustle up free advertising during Sunday afternoon games by getting NFL players to strike a Captain Morgan pose after scoring a touchdown,... http://www.medialifemagazine.com/artman2/publish/Out_of_Home_19/Whoa_Captain_Morgan_in_the_end_zone_OOH.asp Lauren Young lyoung404 2 1 0 1 urn:com:businessweek:bx:article:5269042915695522409-1fd4b0ea9ad5592fa003edb9c056e11e 2009-11-11T11:59:13.017-05:00

Don't offer your customers products--offer them solutions, connections and satisfaction. When it comes to marketing to today’s customers, it’s not enough to win a share of their wallet. You’ve got to win their hearts, minds and, sometimes, their taste buds, too.

Don't offer your customers products--offer them solutions, connections and satisfaction. When it comes to marketing to today’s customers, it’s not enough to win a share of their wallet. You’ve got to win their hearts, minds and, sometimes, their taste buds, too. http://www.entrepreneur.com/marketing/marketingideas/article203938.html Eric Tsai etsai275 12 11 1 0 urn:com:businessweek:bx:article:7729843312523747959-f1d26fb4fa6e12e79b49bf40fe339a09 2009-11-18T14:52:23.928-05:00

Corporate sustainability communicators are beginning to exploit social media to tell their stories and get quick feedback. Which new media offers you the greatest potential- what is their digital bottomline?

Corporate sustainability communicators are beginning to exploit social media to tell their stories and get quick feedback. Which new media offers you the greatest potential- what is their digital bottomline? http://greeneconomypost.com/how-to-get-your-sustainability-message-cyberspace-6181.htm Chris de Morsella cdemorsella630 0 0 0 0 urn:com:businessweek:bx:article:10698021983886931127-48c3e8b52f26f959d19f6a5a8d090e0a 2009-10-19T13:59:34.201-04:00

This week, as part of National Design Week, we are sponsoring a walk through some of the world's great logos and their evolution during their existence. From Apple to VW and everything in between, it's 5 days showcasing 26 global brands.

This week, as part of National Design Week, we are sponsoring a walk through some of the world's great logos and their evolution during their existence. From Apple to VW and everything in between, it's 5 days showcasing 26 global brands. http://web.mac.com/davidbrier/iWeb/FamousNapkin/Blog/BD23715D-BC0D-4086-AD8A-8ABDB8A43373.html David Brier dbrier472 40 38 0 2 urn:com:businessweek:bx:article:2585688672013159689-fccd0a809f60c6f1d64de691d904f19a 2009-11-05T14:32:54.372-05:00

The nature of advertising and branding is changing. The dictionary definition of advertising, “the act or practice of calling public attention to one’s product, service, need, etc.” is starting to feel pretty quaint. In fact, even the term “advertising” is starting to feel off the mark.

The nature of advertising and branding is changing. The dictionary definition of advertising, “the act or practice of calling public attention to one’s product, service, need, etc.” is starting to feel pretty quaint. In fact, even the term “advertising” is starting to feel off the mark. http://anidea.com/strategy/charting-a-shift-from-communications-to-services/ AgencyNet Interactive ainteractive565 14 13 1 0 urn:com:businessweek:bx:article:10977514829269191873-10e468b25edc84363b5e987d17dffd57 2009-11-17T09:34:53.778-05:00

I’ve Seen the Future and it’s… The Crowd By Sedef Onder A couple weeks ago, I attended the first-ever TEDxEast conference, and found a remarkably consistent theme to several speakers’ presentations. The notion of consumers and the public interacting...

I’ve Seen the Future and it’s… The Crowd By Sedef Onder A couple weeks ago, I attended the first-ever TEDxEast conference, and found a remarkably consistent theme to several speakers’ presentations. The notion of consumers and the public interacting... http://bit.ly/2kYsl0 Sedef Onder sonder392 0 0 0 0 urn:com:businessweek:bx:article:16904979843197819396-449f10527d21bcdfefbfc646b411d1df 2009-11-16T09:46:03.243-05:00

eBay Consumer Loyalty Drops in 2009 eBay's consumer loyalty, measured by whether they would recommend the brand to a friend, has been slowly eroding through all of 2009, according to YouGov's BrandIndex, a daily consumer-perception research service...

eBay Consumer Loyalty Drops in 2009 eBay's consumer loyalty, measured by whether they would recommend the brand to a friend, has been slowly eroding through all of 2009, according to YouGov's BrandIndex, a daily consumer-perception research service... http://www.drewkerrpress.com/2009/11/auctionbytes-publishes-brandindexs-ebay.html Drew Kerr dkerr475 1 1 0 0 urn:com:businessweek:bx:article:865228968579808784-0d260ad5f2356bd6ec699e21691fa635 2009-11-16T00:42:04.490-05:00

Sustainable Life Media,the people who bring you the Sustainable Brands conference each year, launched their first online Sustainable Brands Boot Camp on Friday. The 13-week series, taught by sustainable business/brand thought leaders, is for those...

Sustainable Life Media,the people who bring you the Sustainable Brands conference each year, launched their first online Sustainable Brands Boot Camp on Friday. The 13-week series, taught by sustainable business/brand thought leaders, is for those... http://greeneconomypost.com/sustainable-brands-13-week-boot-camp-commences-6123.htm Chris de Morsella cdemorsella630 1 1 0 0 urn:com:businessweek:bx:article:15611348933405512503-6793681bdfc85801cbe7a775a8058a0a 2009-11-16T10:28:22.986-05:00

After years of disappointing design, quality and performance, GAP seems tapped into the American cultural pulse once again. The company's holiday advertising campaign announces that the country is "Ready for Holiday Cheer." Like many retailers, GAP is spending more and launching earlier this year, including a major Vanity Fair insert and back cover. Whether these efforts end up translating to sales, of course, remains to be seen. Still, the campaign does more than any other to date to declare a shift in attitude. Consumers will decide for themselves to celebrate in ways "modest" or "all out," but either way, GAP gives permission "to liberate" from the dark clouds of the past 18 months. A holiday declaration of independence -- "This holiday, it's up to us" -- makes the empowerment message abundantly clear: Yes, Virginia, there is an American spirit of hope, even joy, that will not be silenced. The recession is over.

After years of disappointing design, quality and performance, GAP seems tapped into the American cultural pulse once again. The company's holiday advertising campaign announces that the country is "Ready for Holiday Cheer." Like many retailers, GAP is spending more and launching earlier this year, including a major Vanity Fair insert and back cover. Whether these efforts end up translating to sales, of course, remains to be seen. Still, the campaign does more than any other to date to declare a shift in attitude. Consumers will decide for themselves to celebrate in ways "modest" or "all out," but either way, GAP gives permission "to liberate" from the dark clouds of the past 18 months. A holiday declaration of independence -- "This holiday, it's up to us" -- makes the empowerment message abundantly clear: Yes, Virginia, there is an American spirit of hope, even joy, that will not be silenced. The recession is over. http://www.unboundedition.com/pdp_thinking/2009/nov/16/gap-announces-end-recession/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:1046045395855456761-15780bbbc35e1a49b6eeda610cb02295 2009-10-30T13:44:47.722-04:00

Viral marketing — the technique of wrangling word-of-mouth to create a buzz around your product or idea — has been a powerful tool since the first caveman started the first rumor. Spreading the word person to person is the stuff of Avon dreams — and...

Viral marketing — the technique of wrangling word-of-mouth to create a buzz around your product or idea — has been a powerful tool since the first caveman started the first rumor. Spreading the word person to person is the stuff of Avon dreams — and... http://www.wired.com/epicenter/2009/10/organized-chaos-2/ Eric Tsai etsai275 22 20 1 1 urn:com:businessweek:bx:article:5046213149773207572-fe489bce93cc8219d5878dc844152ff7 2009-11-11T02:35:04.524-05:00

There are two types of discussion when selling and in Pharmaceuticals sales it’s the same. The first type of discussion between the company and the physician is best termed a “no conflict story”. In this case there is a medical need which a...

There are two types of discussion when selling and in Pharmaceuticals sales it’s the same. The first type of discussion between the company and the physician is best termed a “no conflict story”. In this case there is a medical need which a... http://newbrandstories.wordpress.com/2009/11/08/a-tale-of-two-pharma-brand-stories/ Mark Lightowler mlightowler581 3 2 1 0 urn:com:businessweek:bx:article:5385342996242816073-26ba52a2cbcb7d21b21e8fe8b7e7b07b 2009-11-15T08:31:02.951-05:00

Omved is conducting a Blogger and Journalist Product Sampling Program. To this end, they are looking for bloggers and journalists based in India. Omved will offer a bouquet of its pure, natural products in exchange for an unbiased review of Omved’s products.

Omved is conducting a Blogger and Journalist Product Sampling Program. To this end, they are looking for bloggers and journalists based in India. Omved will offer a bouquet of its pure, natural products in exchange for an unbiased review of Omved’s products. http://newnimproved.blogspot.com/2009/11/omved-is-looking-for-bloggers-and.html Sunil Shibad sshibad550 0 0 0 0 urn:com:businessweek:bx:article:17684388485797716118-154117725f48734ff1c72d28a2926955 2009-11-12T19:29:01.011-05:00

a new brand tool: brand documentaries, films to communicate the brand strategic platform with the objective of telling the truth about the brand the way documentaries expose the truth about a particular issue

a new brand tool: brand documentaries, films to communicate the brand strategic platform with the objective of telling the truth about the brand the way documentaries expose the truth about a particular issue http://deniseleeyohn.com/bites/2009/10/22/brand-documentaries/ Denise Yohn dyohn262 1 1 0 0 urn:com:businessweek:bx:article:10897841031498493182-99353b374239c81daa909bd31a37c0f8 2009-11-09T20:35:47.143-05:00

Get three lessons from a book by a marketing/advertising firm recognized by The Wall Street Journal.

Get three lessons from a book by a marketing/advertising firm recognized by The Wall Street Journal. http://blog.winningworkplaces.org/blog/winning-workplaces/0/0/three-tips-for-making-online-consumer-bias-work-in-your-favor Mark Harbeke mharbeke724 5 5 0 0 urn:com:businessweek:bx:article:4376546076994371203-65206977056271c1992d945f3a0c8a6f 2009-11-12T19:30:07.487-05:00

the 6 types of players a chief marketing officer needs to form the foundation for a winning marketing team

the 6 types of players a chief marketing officer needs to form the foundation for a winning marketing team http://deniseleeyohn.com/bites/2009/10/19/a-cmos-dream-team/ Denise Yohn dyohn262 2 2 0 0 urn:com:businessweek:bx:article:10379389023346691600-ef6e6d87bc92f61e23c1548bcd46e694 2009-10-13T23:15:43.872-04:00

In case you heard violins while lamenting how fast technology is changing the world when Polaroid discontinued production of its iconic instant camera early last year, weep no more - the camera is due for a come back.

In case you heard violins while lamenting how fast technology is changing the world when Polaroid discontinued production of its iconic instant camera early last year, weep no more - the camera is due for a come back. http://www.sfgate.com/cgi-bin/blogs/techchron/detail?&entry_id=49511 Thomas Huynh thuynh381 60 58 1 1 urn:com:businessweek:bx:article:7042084412061282647-e2d15d87686806a2394624cf37bb579e 2009-11-12T17:12:27.175-05:00

The Unbound Edition players, wisely sporting plastic-lined undergarments, take the stage to present the season finale, "Shut the Door. Have a Seat." (curtain up)

The Unbound Edition players, wisely sporting plastic-lined undergarments, take the stage to present the season finale, "Shut the Door. Have a Seat." (curtain up) http://www.unboundedition.com/pdp_thinking/2009/nov/12/attention-deficit-theatre-mad-men-season-three-epi/ Patrick Davis Partners jdebruijn841 2 2 0 0