Build Brand Awareness / videos
IIs your marketing objective to keep your brand top of mind during the customer journey? Discover the insights here to learn how to leverage online media to increase build brand awareness.
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Brand With Mobile
Interview
Brand With Mobile
Stephen Cannon, VP of Marketing Communications for Mercedes-Benz USA,believes that mobile is too important to ignore. By 2013, mobile will evolve from a transactional experience to a branding experience because of its evolving visual capabilities. Leverage content across multiple channels ...
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Social & Digital
Case Study
Social & Digital
Seth Sternberg, CEO of Meebo, believes that social mixed with digital produces an awesome interaction between paid and earned media. Hershey's ran a great program where users designed a Hershey's kiss to send to their friends. Hershey's drove awareness of ...
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Single Sponsorship
Interview
Single Sponsorship
Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, talks about how single sponsor programming allows brands to own the programming and maximize their return on investments.
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Nike, Apple, Pandora
Case Study
Nike, Apple, Pandora
Kamel Ouadi, Head of Digital for Louis Vuitton, explains that his benchmarks for marketing are Nike and Apple. In each, digital has become a key component of the brand. Pandora.com is admirable for understanding early on how to leverage personalization ...
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Pepsi and ToysRUs
Case Study
Pepsi and ToysRUs
Larry Woodard, President and CEO of Graham Stanley Advertising, describes brands investing in the production of ad-like objects, then disseminating them through digital channels. Woodard mentions Pepsi's success with the World Cup and Superbowl, and use of Facebook and Twitter ...
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Sponsorship
Case Study
Sponsorship
Dan Griffis is excited about sponsorship with sports and with his own brand, NASCAR. The cost of sponsorship has come down. Savvy, connected people can make sponsorship deals for maximum impact.
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Marketing Industry
Interview
Marketing Industry
Peter McGuinness, Chairman and CEO of Gotham Agency, believes that the new marketing environment is characterized by shifting demographics and the transformation of digital agencies into traditional agencies, and vice-versa. The model for compensation may change because creativity in marketing ...
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Re-Marketing
Interview
Re-Marketing
George Michie, CEO & Co-Founder of Rimm Kaufman Group, discusses the benefits of re-marketing strategies.
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Building Legitimacy
Case Study
Building Legitimacy
Shai Reshef, Founder & President of University of the People, talks about how they marketed their university in order to gain legitimacy. They brought in well-respected academics, partnered with Yale Law School, and got backing from the UN.
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Integrating Messages: Subway & Biggest Loser Example
Interview
Integrating Messages: Subway & Biggest Loser Example
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about the importance of integrating messages across media. He discusses Subway, and their partnership with The Biggest Loser, as an example ...
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Brand Differentiation: Pepsi vs. Coke
Interview
Brand Differentiation: Pepsi vs. Coke
Gary Reisman, Co-Founder of New Media Metrics and Board Member of the Future of Advertising Project with Wharton, talks about how differentiation means meeting the needs of a segment in a unique way. Reisman uses Pepsi and Coke to illustrate ...
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Enlightened Brands
Interview
Enlightened Brands
Kelly O'Keefe, Managing Director of VCU Brandcenter and Board Member of the Future of Advertising Project with Wharton, highlights Apple as a brand with an enlightened approach to marketing. This is because Apple has taken a broad view of what ...