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Overcoming A Controversial Past
May 22nd, 2013 by Tori Mends-Cole
Although Coca-Cola’s chief historian categorically denies it, most people have heard about Coca-Cola’s long-ago switch from cocaine to caffeine. Now the most-recognized brand in the world, Coca-Cola was first invented to be a medicinal cure-all for various diseases and even impotence.

Silver, Gold, or Platinum Customers?
May 22nd, 2013 by Janet Kalandranis
CRM, or customer relationship management, is not what it used to be. Now it’s an exciting world of customer actions that brands can really customize based on individual needs. And within this CRM world is the idea of customer tiers or levels and the famous “status” labeling.
Beer Advertising Spectacular: How the Best Brands Stroke Male Egos
May 21st, 2013 by Graeme Newell
Beer commercials can sometimes seem like a random collection of bad-boy behavior, but look deeper and you'll find very sophisticated emotional marketing going on. In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how great brands build confidence using both positive and negative emotional drivers. See how the best brands covertly stroke male egos...
Your DVD Smells Like A Pizza: Brazilian Ad Agency Debuts Clever Marketing Campaign
May 21st, 2013 by Heather Ewert
What would you do if you popped in a DVD, enjoyed a great movie, and removed the disc to find…pizza? Advertising agency Artplan Sao Paulo and Domino’s in Brazil joined forces to do just that. They wanted to make an innovative, charming, and irresistible ad campaign that highlighted a marriage...
Gaming Brands: Yea or Nay?
May 21st, 2013 by Janet Kalandranis
There’s more gaming talk around the brand world today and it’s coming from the most unsuspecting brands. It’s the consumer brands, the restaurant brands, and not only the teenage-boy brands. There’s talk about badging and sharing and points and engagement, yet it still all seems like a puzzle for those brands that haven’t caught the gaming bug. And rightfully so — seriously, what does this gaming mean? Is it worth it? Do all brands have to incorporate gaming to win?
The Brand Tradeoff
May 20th, 2013 by Janet Kalandranis
It’s Monday, so it’s time for reality. No brand can be everything or have anything. Sorry to be so blunt, but it’s important to speak the truth. So those brands that want it all, want to be everything, need to think again. Success doesn’t come from always being in the positive as there needs to be balance in the journey of a brand. And today the conversation is around tradeoffs — those things brands should do...
Nordstrom's Been Watching You
May 17th, 2013 by Maryann Fabian
Nordstrom is — scratch that — has been gathering information from customers through their smartphones as they walk through their stores. Just a couple days after the story broke and customers felt a little creeped out, a spokesperson for one of the country’s most admired retailers confirmed it stopped using the technology. The idea was fascinating, really; a Google Analytics of sorts for brick-and-mortars developed by Euclid Analytics. Finally, a way to put real numbers behind those burning questions from the Marketing department: Did my direct mail campaign encourage repeat traffic? How loyal are my existing customers?
What NOT to Do On Social Media
May 17th, 2013 by Janet Kalandranis
Oh boy. There’s been a huge mistake on social media and it comes from a little bakery brand called Amy’s. It’s scary, it’s bad, and everyone needs to understand what went wrong. It’s one of those things that no one wants to look at but no one...
Why It's Not Okay To Call Your Customers Punks & P*ssies
May 16th, 2013 by Sarah Jane Dunaway
Hopefully you’ve already heard, but this week the ears of Amy’s Baking Company Bakery Boutique & Bistro have been burning! Situated in cozy Scottsdale, Arizona, this little restaurant is owned by Amy and Samy Bouzaglo — a lovely couple who are so anything but lovely.
The Whole Definition of 'Brand'
May 16th, 2013 by Janet Kalandranis
There’s a textbook definition of the word "brand" and it’s pretty specific. According to the dictionary, it’s something very profound like: “kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee.” Yes, that definition is ridiculous. Because that definition is from years past and today the word "brand" is so much more. It’s not dedicated to only big brands or products that customers buy, but instead can encapsulate more aspects of a business. The definition of brand has expanded and today includes a feeling, a community, and of course a business.
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