Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.



Tags

marketing

487 results

Bridging the Gap Between Marketing and IT

by Davis Brand Capital on March 18, 2016 in strategic

The digital marketplace has created a business imperative that every company be — in some way — a technology company.…

Topics , ,

The Elements of an Effective Cause Marketing Campaign

by Davis Brand Capital on February 22, 2016 in strategic

What makes a great cause campaign? How do you get people to stop bad habits, adopt good ones,…

Topics ,

Companies in Regulated Industries Can Also Do Digital Marketing

by Davis Brand Capital on January 29, 2016 in strategic

I teach at Rutgers University in New Jersey, the epicenter for many major companies in pharmaceuticals, insurance, and banking. And…

Topics , , ,

Acura is ‘Runnin’ With the Devil’ In Super Bowl Ad

by Davis Brand Capital on January 29, 2016 in design

With a starting price tag of $156,000, the Acura NSX supercar might be the most expensive product appearing…

Topics , , , , , ,

More Marketers Tasked With Improving Corporate Culture

by Davis Brand Capital on January 14, 2016 in cultural

As chief marketing officer of the NFL, Dawn Hudson’s primary job is to sell the league to fans…

Topics , , , ,

Why No One Is Reading Your Marketing Content

by Davis Brand Capital on December 9, 2015 in strategic

Marketing in a digital economy is more difficult now than it was in the days of mass media. Then,…

Topics ,

How Marketers Can Personalize at Scale

by Davis Brand Capital on November 23, 2015 in strategic

Marketing has entered its “uncanny valley” moment. That term was first used to describe the deep unease people…

Topics ,

Big Data Is Only Half the Data Marketers Need

by Davis Brand Capital on November 16, 2015 in strategic

For marketers, truly valuable customer data comes in two forms: thick data and big data. Thick data is…

Topics , ,

Ad Blocking And Teen Engagement: Here’s What Marketers Need To Know

by Davis Brand Capital on October 8, 2015 in strategic

Since Apple announced the capabilities of iOS 9, there’s been a lot of discussion about ad blocking technology.…

Topics , ,

This Just In The Whole World Is Into Content Marketing

by Davis Brand Capital on October 2, 2015 in strategic

I know, I know. Shocking title, right? I mean, who knew? Somebody get me Joe Pulizi on the phone,…

Topics , ,

Marketing to Sports Fans Online, With Help from Google and Social Networks

by Davis Brand Capital on September 8, 2015 in strategic

When the National Football League season begins on Thursday, Google will not be merely sitting on the sidelines. Seeking…

Topics , , ,

An Inconvenient Truth for Marketers: Generating Revenue Is up to You

by Davis Brand Capital on May 14, 2015 in economic

In April, I visited Nā Pali Coast State Park in Hawaii. It was a great day with calm…

Topics ,

Sophisticated Health Data Industry Needs Self-Reflection

by Davis Brand Capital on March 23, 2015 in strategic

Ad Age Deputy Editor Judann Pollack answered her home phone one evening in February. It was a robocall…

Topics , , ,

Google Makes Push for YouTube Branded Content With New Video Series

by Davis Brand Capital on March 16, 2015 in strategic

Google is marketing the power of branded content on its YouTube video platform with its own video series.…

Topics , , , ,

What Do Millennials Do Online?

by Davis Brand Capital on March 16, 2015 in cultural

Marketers and media companies are obsessed with “millennials.” They’re desperate to figure out what 18-34 year-olds want and…

Topics , , ,

How Sour Patch Kids Is Using Free Lodging to Become the Favorite Brand for Bands

by Davis Brand Capital on March 16, 2015 in design

In October, Sour Patch Kids opened the Brooklyn Patch, a brownstone nestled in the borough’s Clinton Hill neighborhood…

Topics , , , ,

Smell Something Different At The Gym? It Might Not Be What You Think

by Davis Brand Capital on March 16, 2015 in strategic

Eric Spangenberg knows he’s too old for Abercrombie and Fitch. He knows as soon as he smells it.…

Topics ,

#LifeWith3M: 3M Kicks Off Global Brand Campaign at SXSW

by Davis Brand Capital on March 13, 2015 in strategic

3M has turned out plenty of brands that consumers know and use on a daily basis such as…

Topics , , ,

Verizon Orders Original Programming From AwesomenessTV, DreamWorksTV

by Davis Brand Capital on March 12, 2015 in strategic

In an effort to lure in teens and millennials, Verizon Communications Inc. announced Wednesday that it was adding…

Topics , , ,

Beats By Dre Isn’t Great Design, Just Great Marketing

by Davis Brand Capital on March 10, 2015 in strategic

Beats by Dre single-handedly brought mainstream appeal to high-end headphones, giving young consumers street-ready cans with plenty of…

Topics ,

Look Outside Your Industry … Top CMOs Share New Ways To Connect With Customers

by Davis Brand Capital on March 9, 2015 in strategic

Our digital world has changed the competitive landscape forever to where your greatest threats are now likely from…

Topics ,

Leading the Fresh Revolution: 5 Questions with Bolthouse Farms’ Suzanne Ginestro

by Davis Brand Capital on March 4, 2015 in cultural

Bolthouse Farms, acquired by Campbell Soup in 2012, has matured as a marketer and become a regular part…

Topics , , ,

Social Business is the Sum of Social Media Marketing, Social Customer Service, Social Selling and More

by Davis Brand Capital on March 4, 2015 in strategic

Customers and employees are still underserved and underappreciated. Some would say, in business, social media lost its way.…

Topics , , , ,

What IBM, Target, Keds And Unilever Marketing Execs Can Teach Us About Inspiration

by Davis Brand Capital on March 3, 2015 in strategic

Building inspiring brands is not an easy task. But these four finalists in the Cojones Awards’ Courage to…

Topics , , , ,

Four Trends That Might Just Make Your CMO Obsolete

by Davis Brand Capital on March 2, 2015 in cultural

While this idea may sound apocalyptic, I’d suggest the traditional post of CMO may well be on the…

Topics , ,

10 Must-See Digital Marketing Stats From the Past Week

by Davis Brand Capital on March 2, 2015 in design

Last week felt like a year in Internet time because there was so much happening online. It started…

Topics ,

Kraft Refines the Role of Data

by Davis Brand Capital on March 2, 2015 in strategic

Kraft, the food group, is using data to provide “context” for its content – and thus attempting to…

Topics , ,

Why the Print Catalog Is Back in Style

by Davis Brand Capital on February 25, 2015 in design

J. C. Penney’s recent announcement that it is resurrecting its print catalog reflects a trend of retailers returning…

Topics , , , ,

Pebble’s Insane Success Proves That Kickstarter Is Now a Marketing Tool

by Davis Brand Capital on February 25, 2015 in strategic

When Pebble launched a Kickstarter campaign for its original smartwatch, the startup met its $100,000 fundraising goal in…

Topics , , ,

How Marketers Can Leverage Instagram And Other Visual Sites

by Davis Brand Capital on February 24, 2015 in design

LinkedIn, Twitter, Google+, Pinterest, Instagram, Reddit, etc. The number of social media outlets is proliferating and yet, each…

Topics , ,

Google Exec: Marketing Today Means Understanding Customers’ Path to Purchase

by Davis Brand Capital on February 24, 2015 in cultural

When someone buys something online today, it’s not easy to figure out how they ended up making their…

Topics , , ,

American Apparel Names Marketing, Digital Executives

by Davis Brand Capital on February 24, 2015 in strategic

American Apparel Inc. named marketing veteran Cynthia Erland to oversee the struggling retailer’s marketing and communications functions and…

Topics , ,

REVLON Introduces Global Brand Re-launch and Declares “LOVE IS ON”

by Davis Brand Capital on February 23, 2015 in design

Revlon, the iconic cosmetics company, is proud to unveil REVLON LOVE IS ON, the re-launch of the brand…

Topics , ,

3 Economic Principles That Will Transform Your Marketing Campaigns

by Davis Brand Capital on February 23, 2015 in economic

When Bill Clinton was campaigning for the presidency against George H. W. Bush in 1992, Clinton’s campaign strategist…

Topics ,

Lego Wins The Oscars

by Davis Brand Capital on February 23, 2015 in cultural

Not everything was awesome for Lego last night — the company could have done with a nomination for…

Topics , ,

Bud Light Will Once Again Take Over a U.S. Town

by Davis Brand Capital on February 23, 2015 in strategic

“Whatever” is returning to town, maybe even your town. Bud Light plans to take over a U.S. town…

Topics ,

SodaStream Hits Reset as Its Sales and Profit Fall

by Davis Brand Capital on February 23, 2015 in economic

SodaStream, the once-hot device for do-it-yourself sodas, is betting on the growing thirst for bubbly water to bring…

Topics , , ,

In Brazil, Designated Bus Seating for Friendly People

by Davis Brand Capital on February 23, 2015 in design

Public spaces are increasingly dominated by screens and technology-led communication, so we’re starting to see a number of…

Topics , ,

Brand Success in an Era of Digital Darwinism

by Davis Brand Capital on February 20, 2015 in strategic

The Internet has become an indispensable tool for marketers, yet there are still gaps in understanding its role…

Topics , ,

Big Brands’ Dedication to Instagram Video Pays Off With Follower Lifts

by Davis Brand Capital on February 20, 2015 in design

The following marketers regularly make our weekly Adweek/Shareablee chart for the best branded Instagram videos: Starbucks, Victoria’s Secret,…

Topics , , , , , , , ,

P&G Brand Divestitures Will Be Bigger Than Original Targets

by Davis Brand Capital on February 20, 2015 in economic

Procter & Gamble Co.’s brand divestitures will come bigger and faster than originally anticipated, with the company today…

Topics , ,

Humanize Your Brand Messages With Mindset Segmentation

by Davis Brand Capital on February 19, 2015 in strategic

Your customers no longer want to be treated as if they are consumers who all think alike and…

Topics , , , ,

How Neuromarketing And The Science of Influence Will Change Marketing

by Davis Brand Capital on February 19, 2015 in strategic

Recent reports from Google expose the current state of internet advertising—56% of digital ads are not seen by…

Topics , ,

Why Building Something Useful For Others is the Best Marketing There Is

by Davis Brand Capital on February 19, 2015 in strategic

You know the arguments against side projects: they’re distracting vanity exercises for flighty creatives. Only large, well-heeled companies…

Topics ,

Word-of-Mouth Marketing Should Be Like a Jockey—Short, Agile and Human

by Davis Brand Capital on February 19, 2015 in cultural

Every vital brand has a story to tell, and the most effective way to spread your story—even in…

Topics , ,

The Mistake Companies Make When Marketing to Different Cultures

by Davis Brand Capital on February 18, 2015 in cultural

Smart consumer businesses are unanimous on the critical importance of “multicultural” growth opportunities. In the U.S., this is…

Topics ,

Three Reasons Why Your Content Is Falling On Deaf Ears

by Davis Brand Capital on February 10, 2015 in strategic

Content has become an ever greater priority in brands’ marketing strategies, yet there is also widespread disagreement about…

Topics , , ,

Marketing, Sales Find Common Ground: The Customer

by Davis Brand Capital on February 10, 2015 in strategic

Since the advent of the digital world, customers have become savvier than ever. They are better informed about…

Topics , ,

Publishers, Agencies Must Shift Their Focus From Big Data to Big Content

by Davis Brand Capital on February 9, 2015 in strategic

Programmatic direct, data aggregators, cross-device tracking, viewability metrics. Take a look at the themes that dominated the advertising…

Topics , , ,

6 Tips to Build A Strong Community Content Strategy

by Davis Brand Capital on February 9, 2015 in strategic

A thoughtful content strategy can mean the difference between a thriving community of engaged members versus crickets. Communities…

Topics , ,

Are Today’s Marketers Tomorrow’s CEOs?

by Davis Brand Capital on February 5, 2015 in cultural

Over the past 30 years, there has been tremendous change in the role of marketers within the firm.…

Topics , ,

The Chief Marketing Technologist: Luxury Or Necessity?

by Davis Brand Capital on February 3, 2015 in cultural

Three years ago, Gartner made headlines projecting that the CMO would outspend the CIO on technology by 2017.…

Topics , ,

Marketing the Mercedes Way

by Davis Brand Capital on February 1, 2015 in economic

Ola Källenius is a self-confessed “car guy” who still harkens back to being “that kid with the dream…

Topics ,

Dear Marketers, Stop Trying to Sell Sexism. You’re Failing.

by Davis Brand Capital on January 30, 2015 in cultural

“Men everywhere can now rejoice as their wives and girlfriends finally have a way to track their time…

Topics ,

Nearly Two-Thirds of Marketers Plan to Increase Native-Ad Spending in 2015

by Davis Brand Capital on January 30, 2015 in economic

Sixty-three percent of marketers plan to increase budgets earmarked for native advertising in 2015, according to a survey…

Topics , ,

Marketers Dish on What Brands Are Truly Killing it in Mobile

by Davis Brand Capital on January 28, 2015 in strategic

Depsite the fact that mobile keeps chipping away at digital ad budgets, zeroing in on a few stellar…

Topics , ,

5 Big New Trends That Marketers Need to Know Before Sunday’s Game

by Davis Brand Capital on January 27, 2015 in strategic

This Sunday is different from all other Sundays. Why? While many football fans typically don’t pay close attention…

Topics , ,

Condé Nast Unveils Branded Content Shop Powered By Editors

by Davis Brand Capital on January 26, 2015 in strategic

Media companies that produce “branded” content on behalf of marketers typically keep their native ad units separate from…

Topics , ,

Jell-O Joins the ‘Love’-fest as Part of Brand Overhaul

by Davis Brand Capital on January 26, 2015 in design

For the second time in 17 months, Kraft Foods Group is rebooting its struggling Jell-O franchise with new…

Topics , , , , ,

Chick-Fil-A Gets New CMO

by Davis Brand Capital on January 22, 2015 in strategic

Chick-Fil-A is making a number of executive changes, including tapping a new chief marketing officer. Steve Robinson, who…

Topics , , ,

Forrester: Pinterest Doesn’t Work For Marketers

by Davis Brand Capital on January 21, 2015 in strategic

While Pinterest’s ad strategy is taking shape, analysts remain on the fence about the pin-based social network, and…

Topics , , , ,

Seven B-to-B Marketing Trends That Will Shape 2015

by Davis Brand Capital on January 13, 2015 in strategic

Data and automated messaging are hot topics, but b-to-b marketers say their marketing must get more personal in…

Topics , ,

5,000 Marketing Technologists Say 2015 is the Year of Social, Local, Mobile (Again)

by Davis Brand Capital on January 13, 2015 in strategic

It’s not like we’ve never heard of solomo (social, local, mobile) before. In fact, it’s been the next…

Topics , , , ,

Whirlpool Hopes to Take a Spin with Virtual Reality

by Davis Brand Capital on January 9, 2015 in strategic

Whirlpool was on top of the appliance/technology convergence two years ago when it launched its Sixth Sense Live…

Topics , ,

Sensory Marketing in a Business Card

by Davis Brand Capital on January 8, 2015 in design

We think of print as primarily a visual medium and a challenge to use for sensory marketing. You…

Topics , ,

A Year in Search 2014: Highlights for Marketers

by Davis Brand Capital on December 19, 2014 in strategic

We conduct searches in every moment of our lives—to understand world events, to discover new products, to settle…

Topics , ,

With a Night Campaign, Kellogg’s Aims for Snappier Sales

by Davis Brand Capital on December 18, 2014 in strategic

The challenge for cereal marketers is not to get consumers to eat it. About 93 percent of Americans…

Topics , , , ,

Marketing Gone Wrong: Is Your Social Media Plan Legal?

by Davis Brand Capital on December 18, 2014 in strategic

Few things are sadder than PR/marketing campaigns that result in—Heaven forbid—bad PR. I’ve written before about accidental PR…

Topics , , ,

Volvo’s 20/20 Vision for a Fatality-Free Future

by Davis Brand Capital on December 16, 2014 in strategic

“Buy Volvos. They’re boxy, but they’re good. We know they’re not sexy. This is not a smart time…

Topics , , , , ,

Brand And Marketing Trends for 2015

by Davis Brand Capital on December 16, 2014 in strategic

It’s been said that there are three kinds of marketers and how they deal with trends: those who…

Topics , ,

Understanding and Measuring Your Total ROI

by Davis Brand Capital on December 16, 2014 in strategic

What is that one thing that has the focus of every marketer? ROI – the magic word for…

Topics , ,

Personalised Video Promises ‘Reel’ Impact

by Davis Brand Capital on December 15, 2014 in design

Video has become an increasingly popular–and effective–way for marketers to engage with consumers. Separately, but simultaneously, the need…

Topics , , ,

Do Holiday ‘Drink Responsibly’ Campaigns Work?

by Davis Brand Capital on December 15, 2014 in design

Beer, liquor and wine brands have much to celebrate over the holidays, as an ocean of alcoholic beverages…

Topics , , , ,

Volvo to Shun Auto Shows

by Davis Brand Capital on December 15, 2014 in strategic

Light on marketing funds and looking for a revival in the U.S., Volvo Car Corp. is planning to…

Topics , , ,

Is the College Football Playoff the Next Brand Super Bowl?

by Davis Brand Capital on December 15, 2014 in strategic

ESPN has been pitching brands on the new College Football Playoff for more than a year. But it…

Topics , , , ,

DirecTV Could Ding HBO on Streaming Service

by Davis Brand Capital on December 4, 2014 in strategic

HBO could pay a price with at least one major pay-TV partner if its planned streaming-video service proves…

Topics , , ,

9 Marketing Mistakes That Make You Look Like a Rookie

by Davis Brand Capital on December 4, 2014 in design

There are a few glaring marketing faux pas that crop up everywhere, from newsletters to email campaigns, over…

Topics , ,

Digital Branding Is Emerging, And Content Is Leading The Way

by Davis Brand Capital on December 3, 2014 in cultural

Digital media is maturing quickly, and its growing sophistication is opening doors that many brands wouldn’t have even…

Topics , ,

IBM Holiday Forecast — Tis’ the Season for Mobile Shopping

by Davis Brand Capital on November 25, 2014 in economic

The World Series of Shopping is just around the corner as consumers, retailers and marketers prepare for this…

Topics , , , ,

Bud Crowded Out by Craft Beer Craze

by Davis Brand Capital on November 24, 2014 in strategic

The wall behind the bar at Jake’s Billiards has 69 taps offering beer choices that range from California’s…

Topics , ,

iPhone 6 Drives Huge Downloads in October, but Marketing Costs Finally Fall Slightly

by Davis Brand Capital on November 24, 2014 in economic

App and game makers got some welcome relief in October, according to marketing technology firm Fiksu. The company’s…

Topics , ,

Native Ad Spending To Jump Despite Marketer Reservations

by Davis Brand Capital on November 21, 2014 in economic

Marketers are bullish about native advertising in 2015, with executives from top brands — including Ford Motor Co.,…

Topics , , , , ,

Targeted Ads? TV Can Do That Now Too

by Davis Brand Capital on November 21, 2014 in strategic

The marketing minds at Choice Hotels International Inc., which owns Comfort Inn and Sleep Inn, used to figure…

Topics , , ,

The Top 20 Most-Shared Ads of 2014

by Davis Brand Capital on November 20, 2014 in design

As 2014 comes to a close, it’s time to reminisce about the brands that wooed us with clever…

Topics , ,

Does Organic Play A Role In Your Marketing?

by Davis Brand Capital on November 19, 2014 in cultural

Organic marketing, often referred to as green marketing, is the act of using environmentally-friendly practices when manufacturing, distributing,…

Topics , ,

For Your Consideration: Can Branded Documentaries Bring Home Oscars?

by Davis Brand Capital on November 17, 2014 in cultural

In a remote Costa Rican village, a group of female entrepreneurs known as the Asomobi (Asociación de Mujeres…

Topics , , ,

Modernizing The Marketing Mix: Meet The New 4 Ps

by Davis Brand Capital on November 14, 2014 in strategic

Whatever happened to the “4 Ps” of the marketing mix? Though still popular on college syllabi, they’ve becoming…

Topics

Roundtable With 6 Fast-Food Heads Of Marketing

by Davis Brand Capital on November 12, 2014 in strategic

In fact, Millennials made more than 14 billion visits to food-service establishments in the past year, translating to…

Topics , ,

5 Things Digital Marketers Should Know About User Experience

by Davis Brand Capital on November 12, 2014 in design

User experience is becoming an increasingly popular feature of the digital landscape. But as digital marketers, we don’t…

Topics , ,

Maybe Digital Marketing Isn’t For You?

by Davis Brand Capital on November 11, 2014 in strategic

When it comes to digital marketing, overnight success is a myth that many businesses get entrapped into believing.…

Topics ,

Brand Leaders As Change Agents

by Davis Brand Capital on November 7, 2014 in cultural

Leading brands know that managing image and reputation must be done in responsible, sustainable ways over the long…

Topics , , , , , , ,

7 Marketing Technologies Every Company Must Use

by Davis Brand Capital on November 4, 2014 in strategic

With over 1,000 companies trying to sell some type of marketing technology in over 40 categories, it’s not…

Topics ,

Does Mobile Marketing Actually Work in the Real World?

by Davis Brand Capital on November 4, 2014 in strategic

When you walk into the mobile advertising firm xAd’s headquarters in New York, you’ll notice a pair of…

Topics , ,

Today’s News Is All About ‘Technology And Stuff’

by Davis Brand Capital on October 31, 2014 in cultural

No, we’re not talking about Apple or Amazon or Big Data or the Marketing Cloud or Programmatic Buying.…

Topics ,

3 Ways To Integrate Microcontent Into Your Marketing Plan

by Davis Brand Capital on October 29, 2014 in strategic

Online attention spans are short. The constant “pop” of incoming Facebook messages, the “ding” that accompanies reminders, and…

Topics ,

Facebook Totally Ups Its Video Game As Brands Embrace Autoplay

by Davis Brand Capital on October 27, 2014 in strategic

Brand marketing habits are changing in Facebook’s favor—at least when it comes to posting and playing videos—part of…

Topics , , ,

HarperCollins Christian’s New VP of Bible Marketing to be Based in Grand Rapids

by Davis Brand Capital on October 20, 2014 in strategic

HarperCollins Christian Publishing has tapped former Zondervan executive Doug Lockhart to serve as senior vice president of Bible…

Topics , ,

Microsoft CMO: Company Must Transform Marketing or Fail

by Davis Brand Capital on October 20, 2014 in strategic

Microsoft must transform its marketing in the next three years or fail, said Chief Marketing Officer Chris Capossela…

Topics , ,

The Future Of Marketing Combines Big Data With Human Intuition

by Davis Brand Capital on October 13, 2014 in strategic

Great marketers have great guts. Leo Burnett didn’t need a legion of focus groups to come up with…

Topics , , ,

So You’ve Made Some Content, Now What Do You Do With It?

by Davis Brand Capital on October 13, 2014 in strategic

In Late September, General Electric released a video starring Jeff Goldblum that earned more than 700,000 views on…

Topics , , ,

Weight Watchers Hires Marketing VP as it Repositions Brand

by Davis Brand Capital on October 10, 2014 in strategic

Weight Watchers has hired a new top marketing executive for the U.S., as the struggling company prepares to…

Topics , , ,

The NBA’s Marketing Will Get More Aggressive Under New CMO

by Davis Brand Capital on October 10, 2014 in strategic

The National Basketball Association, which recently inked a lucrative media rights deal, will increase its marketing budget as…

Topics , , ,

Business Executives To Marketers: ‘Stop Marketing!’

by Davis Brand Capital on October 9, 2014 in strategic

As our work lives become more connected and complex, and as sources of information both multiply and become…

Topics , , ,

Brands Vs Choice Overload

by Davis Brand Capital on October 9, 2014 in strategic

We are the sum of our choices. In many ways, what we choose is a declaration of who…

Topics ,

MassMutual Uses Social, Philanthropy To Engage

by Davis Brand Capital on October 8, 2014 in cultural

Massachusetts Mutual Life Insurance Company is launching a new philanthropic social initiative called #LoveisaGift. Designed to make a…

Topics , , ,

Does Branding Need Reinventing for a Social World?

by Davis Brand Capital on October 7, 2014 in strategic

If you believe all the hype about the marketing world we all live and work in, you would…

Topics , , , ,

Attention Brands: This Is How You Get Millennials to Like You

by Davis Brand Capital on October 6, 2014 in cultural

How can a brand get that coveted millennial nod? It’s all about talking to them in their own…

Topics , , ,

Here’s What 8 Digital Execs Predict for Mobile in 2015

by Davis Brand Capital on October 6, 2014 in cultural

From new data-tracking tools to the growth of video and native ads, mobile marketing has made great strides.…

Topics , , , ,

The Dawn of a New Era in Marketing

by Davis Brand Capital on October 6, 2014 in strategic

Philip Kotler defined marketing as understanding and meeting the needs of customers. This definition of marketing still holds…

Topics , ,

The Millennial That Marketers Are Targeting Does Not Exist

by Davis Brand Capital on October 3, 2014 in cultural

“There’s no such thing as millennials.” This bold proclamation by ad intelligence firm Exponential Interactive at Advertising Week…

Topics ,

Vice Accused of Bowing to Big Corporations, Sacrificing Journalism for Business

by Davis Brand Capital on October 3, 2014 in cultural

A former associate editor for Vice is making waves after releasing internal emails that he says suggests that…

Topics , , ,

Are Bots Hijacking Your Marketing Budget?

by Davis Brand Capital on October 3, 2014 in economic

Ad fraud is a well-known “secret” in the online marketing world, and it’s been around ever since ads…

Topics , ,

How Marketers Can Communicate Better With Their Data Scientists

by Davis Brand Capital on October 1, 2014 in strategic

Data is shifting marketing from a relationships business to a numbers one, but it still can’t run without…

Topics , , ,

Marketers Are Urged to Become Fearless

by Davis Brand Capital on October 1, 2014 in strategic

It is rare on Madison Avenue to hear, at least publicly, suggestions that executives are scaredy-cats who are…

Topics

MillerCoors Is Testing Branded Content With 26 Different Tech Companies

by Davis Brand Capital on September 30, 2014 in strategic

MillerCoors is betting big on branded content, revealing during an Advertising Week panel today that the company is…

Topics , , ,

How A Risk-Taking Culture Enables Oreo’s Marketing Innovation

by Davis Brand Capital on September 26, 2014 in strategic

“You can still dunk in the dark.” This Oreo tweet during the 2014 Super Bowl blackout was the…

Topics , , ,

What Gets the Worst Marketing ROI? Your Corporate Social Responsibility Report

by Davis Brand Capital on September 26, 2014 in economic

It’s time for “Communications Jeopardy!” Answer:: This annual piece of communications is expensive, time consuming and contributes virtually…

Topics , , ,

How Can Marketers Deliver A Perfect Brand Experience?

by Davis Brand Capital on September 25, 2014 in strategic

Much has been written and said about the importance of experience to perceptions of brand value, utility and…

Topics , , ,

U.S. Soda Makers Pledge 20 Percent Calorie Cut by 2025

by Davis Brand Capital on September 24, 2014 in strategic

The largest U.S. soda makers pledged on Tuesday to cut sugary drink calories by 20 percent in 10…

Topics , , , , ,

8 Content Campaigns That Have Rocked 2014 (Thus Far)

by Davis Brand Capital on September 24, 2014 in design

It says something about our media culture that in a short time the term “native advertising” has gone…

Topics , , , ,

Meet the Man Who Gets Paid $35,000 to Send a Snapchat

by Davis Brand Capital on September 15, 2014 in design

Jerome Jarre is sitting in the front row of this year’s MTV Video Music Awards, catching all the…

Topics , , , ,

Hey, CMO: Larry Ellison and Oracle Want Your Business

by Davis Brand Capital on September 15, 2014 in strategic

On a sunny September day at his sprawling Woodside, Calif., property, Larry Ellison was ready to talk marketing.…

Topics , , ,

5 Things Marketers Should Know But Usually Don’t

by Davis Brand Capital on September 12, 2014 in strategic

Marketing is often confused with promotion, but it’s more than that. As Peter Drucker put it, “the aim of…

Topics , ,

Brooklyn Nets Put Their Borough at the Heart of Their Brand in New Campaign

by Davis Brand Capital on September 10, 2014 in design

The NBA’s Brooklyn Nets, heading into its third year in New York City’s most populated borough, want to…

Topics , , ,

Brands Make Big Plays for NFL Stardom with Long List of Endorsements

by Davis Brand Capital on September 9, 2014 in design

As the NFL season got underway this weekend, plenty of big brands have turned to big-name players to…

Topics , , , ,

5 Sports Superstars Who Are Mega Marketers

by Davis Brand Capital on September 9, 2014 in strategic

After years of sitting on the sidelines, watching colleges cash in, athletes who graduate to the big leagues are…

Topics ,

Heat Builds Excitement For the Levi’s Brand Inside 49ers’ New Stadium

by Davis Brand Capital on September 9, 2014 in strategic

Levi Strauss & Co. is paying the San Francisco 49ers $220 million over 11 years for the naming…

Topics , , , ,

4 Key Questions: Content Marketing

by Patrick T. Davis on September 8, 2014 in strategic

I recently caught up with Tom Gerace, founder and CEO of Skyword, as he was wrapping up a…

Topics , , , , ,

The Boomers in 5 Charts: Marketers, Ignore Them at Their Own Risk

by Davis Brand Capital on September 5, 2014 in cultural

It can be argued that no other generation carries more historic cultural influence. There certainly hasn’t been a…

Topics , ,

Having a Better Brand Is Better Than Having a Better Product

by Davis Brand Capital on September 5, 2014 in strategic

In the marketing community, there is a struggle between two schools of thought. One school is focused on…

Topics , ,

Why People Buy Products, Services And Brands

by Davis Brand Capital on September 4, 2014 in cultural

Why do people purchase the products, services and brands that they do? At a minimum, marketers should think…

Topics , ,

As Football Season Appears, So Do the Fall Campaigns

by Davis Brand Capital on September 4, 2014 in strategic

MANY retailers and clothing companies have already started their autumn advertising efforts. Now comes the rest of Madison…

Topics , , , ,

Meet the Brand Keepers Trusted With Marketers’ Histories

by Davis Brand Capital on September 3, 2014 in cultural

The event’s signature drink is Red Rot. The cocktail is named after the process that occurs when vegetable-tanned…

Topics , , , , , ,

From Shoulder Pads to Jell-O Molds, Brands Have Football Fever

by Davis Brand Capital on August 28, 2014 in design

After spending much of the offseason dabbling in off-the-field concerns ranging from trademark rights to television rights to gay…

Topics , , , , ,

Full Speed Ahead: Brands Immediately Hop on Board Instagram’s Hyperlapse

by Davis Brand Capital on August 27, 2014 in design

It didn’t take marketers long to jump on Hyerlapse, Instagram’s new app for making time-lapse videos. Within hours…

Topics , , , ,

Taco Bell Brings Viral Marketing to the Real World

by Davis Brand Capital on August 27, 2014 in design

Taco Bell has brought its own version of Willy Wonka’s golden tickets to life. In a real-life viral…

Topics , , , ,

Marketers’ Perceptions of Real-Time Marketing

by Davis Brand Capital on August 27, 2014 in cultural

Some 88% of marketers say real-time marketing is important to 2014, according to a recent survey by Evergage.…

Topics , ,

How The NFL Is Marketing Itself To Children

by Davis Brand Capital on August 27, 2014 in strategic

There’s a lot of talk these days about marketing to millennials, but the National Football League is thinking…

Topics , , , ,

Lay’s Uses Courier, Pedicabs In Urban Sampling Push

by Davis Brand Capital on August 26, 2014 in strategic

As part of the integrated campaign supporting this year’s “Do Yourself A Flavor” contest, Lay’s is delivering free…

Topics , , ,

Grocers Lead Kids To Produce Aisle With Junk Food-Style Marketing

by Davis Brand Capital on August 25, 2014 in strategic

Despite all the cheerleading for healthy eating, Americans still eat only about 1 serving of fruit per day,…

Topics , ,

Debunking the Myth that All Millennials Are the Same

by Davis Brand Capital on August 21, 2014 in strategic

If you’re like me, you’ve probably consumed more than your fair share of media reports, research, and write-ups…

Topics , , ,

Back-to-School Lessons From Tomorrow’s Top Marketers

by Davis Brand Capital on August 20, 2014 in strategic

Even at the top of their profession senior marketers can’t afford to stop learning. For many, the most…

Topics ,

Newcastle Asks Fans For Marketing Help

by Davis Brand Capital on August 20, 2014 in design

Newcastle Brown Ale is soliciting photos from its fans that the beer brand can digitally manipulate and turn…

Topics , , , , , , , , , ,

CMOs Should Be Responsible For Revenue, Too

by Davis Brand Capital on August 20, 2014 in economic

The most effective, and valuable CMOs of the future will also be responsible for revenue, including direct sales…

Topics , ,

CMOs Of The Future Will Practice Decision Science

by Davis Brand Capital on August 15, 2014 in strategic

In the past few months, Predictive Marketing has become more mainstream. CMOs and senior marketers are becoming scientific…

Topics ,

The CMO’s Guide to Marketing Automation

by Davis Brand Capital on August 13, 2014 in strategic

You’d be forgiven for thinking “marketing automation” is an odd if not contradictory term. Until recently, those two…

Topics , , , , , ,

Banks’ Digital Marketing Hyperopia

by Davis Brand Capital on August 13, 2014 in strategic

Myopia being the term used by Kevin Tynan, CMO of Liberty Bank for Savings, in an editorial in…

Topics , , , ,

CMOs and CIOs Increasingly See Eye to Eye

by Davis Brand Capital on August 13, 2014 in strategic

For the past four years, Accenture has conducted an annual survey of chief marketing officers (CMOs) and chief…

Topics , , , ,

Here Is Everything You Need to Know About the Millennial Consumer

by Davis Brand Capital on August 13, 2014 in cultural

No demographic is as appealing to marketers as millennials, those folks born between 1981 and 2000. Hundreds of…

Topics , , ,

Adidas Vows to Outsprint Nike in Ad Race

by Davis Brand Capital on August 12, 2014 in economic

Adidas is vowing to overtake archrival Nike to win the No. 1 spot in the sportswear world by…

Topics , , , , ,

Vacation Destinations Lure Tourists With Creative Social Campaigns

by Davis Brand Capital on August 12, 2014 in design

Just convincing consumers to travel to the local mall is enough of a challenge. Enticing them to lay…

Topics , , , ,

How Well Do You Know Your Consumer?

by Davis Brand Capital on August 12, 2014 in strategic

One of the major things marketers have yet to get a grip on is who their audience really…

Topics , , ,

Coke Takes Marketing Cues From South Korea’s Popular Culture

by Davis Brand Capital on August 8, 2014 in cultural

To build Coca-Cola’s consumer engagement in China, Joanna Lu looks for inspiration in neighboring South Korea, a market…

Topics , , , ,

Retailers Are Transforming Marketing and Brands Must Adapt

by Davis Brand Capital on August 7, 2014 in strategic

Many in the marketing industry see Amazon‘s announcement of its new self-serve media buying tool and Walmart‘s leap…

Topics , , ,

It Really Is About Time For Apple To Start Tweeting

by Davis Brand Capital on August 6, 2014 in design

Lots of people jumped to the conclusion that Apple’s hire of a prominent social-media marketer meant that the…

Topics , ,

Extreme Authenticity: You’d Better Know What The Symbols Mean

by Davis Brand Capital on August 6, 2014 in cultural

Authentic has long been one of the biggest buzzwords in marketing and branding, so much so that we’re…

Topics , , ,

The Rebirth of the CMO

by Davis Brand Capital on August 5, 2014 in strategic

The CMO role is undergoing a renaissance. Overly simplistic notions – “the people who do the advertising”– were…

Topics , ,

Adidas Increases Marketing Spend

by Davis Brand Capital on August 5, 2014 in economic

Adidas is overhauling its global brand structure and plans to spend more than €2bn on marketing, especially in…

Topics , ,

Integrated Marketing Remains The Holy Grail For Marketers And Consumers

by Davis Brand Capital on August 5, 2014 in strategic

Yes boys and girls I am back with yet another article on the topic of integrated marketing communications,…

Topics ,

Why Cannabis Company Leafly Bought A Full Page Ad in the New York Times

by Davis Brand Capital on August 4, 2014 in strategic

Newspapers are having a tough time wooing advertisers these days, but there could be a new category of…

Topics , , ,

Best of Both Worlds: How to Create a Long-Tail SEO Strategy for Social Media Micro-Content

by Davis Brand Capital on August 4, 2014 in strategic

Ever find it difficult to rank for relevant keywords in search or gain traction on social? Most marketers…

Topics , , ,

6 Mistakes Many Marketers Make Daily

by Davis Brand Capital on August 1, 2014 in strategic

It used to be that “multi-channel marketing” meant ensuring that your print, TV and radio ads looked and…

Topics , ,

Science Shows Why Marketers Are Right to Use Nostalgia

by Davis Brand Capital on July 29, 2014 in cultural

Nostalgia, by heightening feelings of connectedness, reduces people’s desire for money, says a team led by Jannine D.…

Topics , , , ,

Marketers Hope to Bridge Mobile Ad Spending Gap

by Davis Brand Capital on July 29, 2014 in strategic

Tech groups are laying big bets on mobile advertising as consumers’ attention shifts from print and radio to…

Topics , , ,

The Science of Viral Content

by Davis Brand Capital on July 29, 2014 in cultural

Is creating the next viral hit on your marketing to-do list? If you’re in the marketing or social…

Topics , , , , , ,

These 3 Brands Are Doing Twitter Marketing Right

by Davis Brand Capital on July 24, 2014 in design

Twitter users: have you noticed a trend? Has anything about the way companies are tweeting these days caught…

Topics , , , ,

Netflix’s ‘Biggest Content Marketing Push to Date’ Spurs Revenues

by Davis Brand Capital on July 24, 2014 in economic

Revenues rose to $1.15bn, up 37 per cent year on year and 7.5 per cent quarter on quarter.…

Topics , ,

The Top 7 Online Marketing Trends Dominating 2014

by Davis Brand Capital on July 24, 2014 in strategic

Late last year, I made some predictions for online marketing in 2014. If you missed that post, you…

Topics , ,

Big Brand Properties Beat Big Budgets

by Davis Brand Capital on July 24, 2014 in strategic

In the good old days of marketing budgets were easier to come by. Organize a flashy launch, make…

Topics , ,

5 Online Video Ads That Went Viral

by Davis Brand Capital on July 23, 2014 in design

What marketer doesn’t want to be responsible for the next viral video? Besides the obvious benefits, beginning with…

Topics , , ,

Most Companies Expect CMO to Lead Digital Transformation

by Davis Brand Capital on July 23, 2014 in strategic

A world where marketing, sales, account management and finance all coordinate their interactions with the customer — sharing…

Topics , , ,

Mobile-Ad Spending Leaps, but Trails User Growth

by Davis Brand Capital on July 22, 2014 in strategic

After less than a decade of existence, smartphones and tablets this year will draw more money from advertisers…

Topics , ,

How Relevant Are You To Consumers? 4 Questions For B2B Companies

by Davis Brand Capital on July 22, 2014 in strategic

Intrigued by the “consumerization of B2B,” we at Siegel+Gale recently published a study that revealed business decision-makers are…

Topics , , ,

CBS Outdoor Makes Big Acquisition in Billboard Market

by Davis Brand Capital on July 21, 2014 in economic

Just months after splitting off from CBS Corp., CBS Outdoor is making a big move to increase its…

Topics , , , ,

Brand Journalism Is a Modern Marketing Imperative

by Davis Brand Capital on July 21, 2014 in strategic

In June 2004, McDonald’s introduced its “brand journalism” plan at an Advertising Age conference. As part of the…

Topics , , , ,

Why Word Of Mouth Marketing IS The Most Important Social Media

by Davis Brand Capital on July 18, 2014 in strategic

Word of Mouth Marketing (WOMM). Isn’t this really the original social media platform? I grew up with the…

Topics , ,

The Twenty Most Common Brand Problems

by Davis Brand Capital on July 17, 2014 in strategic

After thirty years experience in brand management and marketing, I have directly advised more than 150 brands and…

Topics , , , ,

How Big Data Brings Marketing and Finance Together

by Davis Brand Capital on July 17, 2014 in strategic

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit…

Topics , , , ,

Marketers Still Struggling To Get Results From Content Marketing

by Davis Brand Capital on July 16, 2014 in strategic

Despite widespread increases in content-marketing budgets, b-to-b marketers are still struggling to translate their content-marketing efforts into actual…

Topics , , , ,

Coke’s Personalized Marketing Campaign Gains Online Buzz

by Davis Brand Capital on July 16, 2014 in design

Coca-Cola ‘s marketing campaign this summer is getting social media traction. Since its launch in early June, the…

Topics , , , ,

Email Interaction Across Mobile and Desktop

by Davis Brand Capital on July 16, 2014 in strategic

Whether email is increasingly being consumed on mobile devices is no longer a question: it’s a fact. But…

Topics , , , , ,

Why Marketing Needs to Hire a Corporate Folklorist

by Davis Brand Capital on July 15, 2014 in design

Early last year, I helped craft a presentation for a gathering of senior managers at a clothing company.…

Topics , ,

The New Reality for CMOs: Marketing is a Massive but Fragmented Landscape

by Davis Brand Capital on July 15, 2014 in economic

At this year’s Google I/O, SVP Sundar Pichai got on stage to announce that Android had over one…

Topics , , ,

Overcoming the Challenges of Calculating Digital Marketing ROI

by Davis Brand Capital on July 15, 2014 in strategic

There’s really no escaping it. No matter how innovative your use of the latest tools and technologies in…

Topics , , ,

Marketing Team Vitals: The “4 I’s”

by Davis Brand Capital on July 15, 2014 in strategic

Beyond “just” marketing, a marketer must now possess the technical know-how to drive adoption of technologies that improve…

Topics , ,

Sports Brands Vs Sports Teams on Vine

by Davis Brand Capital on July 15, 2014 in design

As sports fans, we now expect to see bite sized, snackable content from our favourite athletes, sports teams…

Topics , , , ,

Quick Chat: Eamonn Kelly, CMO, Deloitte’s Strategy And Operations Practice

by Davis Brand Capital on July 11, 2014 in strategic

By 2020, the global middle class is expected to number 3.2 billion, up from 1.8 billion a decade…

Topics , , ,

Four Ways To Make Market Research Pay

by Davis Brand Capital on July 11, 2014 in strategic

Department store magnate John Wanamaker once said: “Half the money I spend on advertising is wasted. The trouble…

Topics , , ,

Simple Steps to Make Branding Work for You

by Davis Brand Capital on July 11, 2014 in strategic

Marketing and branding products goes beyond just creating a clever slogan and a few good ads for print…

Topics , ,

The Changing Face of Marketing

by Davis Brand Capital on July 10, 2014 in strategic

This article from the McKinsey Quarterly archive analyzes six major changes that promised to transform future marketing efforts. These forces have largely proved to be as influential as predicted and continue to shape today’s challenges.

Topics

The Secret to Mobile Success is All About Innovative Ads

by Davis Brand Capital on July 9, 2014 in strategic

Anyone hoping to make a splash in mobile needs to pay special attention to their marketing tactics. That’s…

Topics , , , , , ,

What Marketers Can Learn From Nike’s World Cup Ads

by Davis Brand Capital on July 8, 2014 in cultural

The World Cup only happens every four years, but Nike’s latest “risk everything” campaign challenges advertisers to create…

Topics , , , , , ,

The Content Marketing Revolution

by Davis Brand Capital on July 8, 2014 in strategic

We are, at present, in the midst of a historic transformation for brands and companies everywhere — and…

Topics , ,

Marketing to the Data Driven Customer

by Davis Brand Capital on July 7, 2014 in strategic

The digital native generation is bringing new expectations to brand relationships. They are mobile first, crowd sourced, and…

Topics , , ,

A Deluge of New Summer Programs Has TV Marketers Scrambling

by Davis Brand Capital on July 7, 2014 in strategic

FOR the marketing executives whose job it is to round up eyeballs to watch television, the summer is…

Topics , , ,

Readers Recall Tablet Magazine Ads at Same Rate as Print Ads

by Davis Brand Capital on July 3, 2014 in strategic

A recent study from GfK MRI Starch Advertising Research found that ads in tablet versions of magazines have the same average level of reader recall as print magazine ads.

Topics , , , , , , ,

Multicultural Marketing Requires a Whole-Market Approach

by Davis Brand Capital on July 1, 2014 in cultural

The much touted diversity in advertising—the notion that advertisers have finally awakened to the growth opportunities grounded in…

Topics , , , , , , ,

Marketers’ New Tactics in the Food Label Wars

by Davis Brand Capital on June 17, 2014 in design

You’ll need a strong stomach to serve in this war, no matter which side you’re on. Few consumer…

Topics , , , , , , ,

Marketing ROI: The Man, The Myth, The Legend

by Davis Brand Capital on June 17, 2014 in uncategorized

There may not be a CEO or entrepreneur on the planet that doesn’t smile just a little bit…

Topics , , , , , , ,

4 Brands Bet on Social and Mobile to Boost Father’s Day Campaigns

by Davis Brand Capital on June 13, 2014 in uncategorized

Marketers are gung-ho on playing up photo-sharing and social media this year to tap into the power of…

Topics , , , ,

For Apple, Marketing Is a Whole New Game

by Davis Brand Capital on June 9, 2014 in uncategorized

Here’s What the Company’s Doing to Regain Its Edge

Topics , , ,

Commerce with Digital at the Core

by Davis Brand Capital on June 9, 2014 in uncategorized

Technology is at the core of today’s user experience. To participate in the opportunities of this new environment,…

Topics , , , ,

Twitter acquires Namo Media to boost its native ads offering

by Davis Brand Capital on June 5, 2014 in uncategorized

Twitter has acquired a number of startups recently, and the latest is a native mobile ad specialist called…

Topics , , ,

Feeding Your Funnel The Wrong Leads Can Make Your SaaS Business Sick

by Davis Brand Capital on June 4, 2014 in strategic

Among SaaS companies, there’s a common misconception about how and where to generate leads in order to feed…

Topics , , , , , ,

Dove, Adidas, JetBlue, Others Top Loyalty Program Rankings

by Davis Brand Capital on June 3, 2014 in strategic

Dove, Adidas and JetBlue get high marks for loyalty program satisfaction, according to a new report from Bond…

Topics , , , , ,

Can Advertising Save The World?

by Davis Brand Capital on June 2, 2014 in design

Selling more things isn’t traditionally how we think of improving the planet, but a new movement in marketing…

Topics , ,

How Coke Persuades Its Marketers Around the Globe to Buy Into World Cup Campaign

by Davis Brand Capital on May 29, 2014 in design

For this year’s FIFA World Cup in Brazil, Coca-Cola set out to create a logo that would be…

Topics , , , , , , ,

Digital Marketing Transit Map

by Davis Brand Capital on May 29, 2014 in strategic

The digital landscape covers a wide, complex territory. To plan and manage technology effectively, digital marketers need to…

Topics , , , , , , , , , , ,

The Ten Principles Of Building Great Products

by Davis Brand Capital on May 23, 2014 in design

Isn’t it common sense that to build a great company you need a great product? Yet, too many…

Topics , ,

Drink Marketers’ Great Challenge: Competing Against Water, Without Badmouthing It

by Davis Brand Capital on May 19, 2014 in uncategorized

It’s a recurrently sticky challenge for the beverage industry, but one that can’t be ignored. For Gatorade, Coke,…

Topics , , , , , , , , ,

How Social ‘Listening’ Enables Real-Time Marketing

by Davis Brand Capital on May 16, 2014 in uncategorized

Companies have long tried to build strong customer relationships through well honed marketing programs. The challenge is that…

Topics , ,

The Marketer Identity Crisis. Where Are The SEOs?

by Davis Brand Capital on May 12, 2014 in uncategorized

Online marketing is dazed and confused. Not in the “dry herbs” style, but in the deer-in-the-headlights style. Or…

Topics ,

The Marketer Identity Crisis. Where Are The SEOs?

by Davis Brand Capital on May 12, 2014 in uncategorized

Online marketing is dazed and confused. Not in the “dry herbs” style, but in the deer-in-the-headlights style. Or…

Topics ,

Time for a Rebrand? Or a Reboot?

by Davis Brand Capital on May 8, 2014 in strategic

When I used to teach marketing, I often got asked the difference between marketing and branding. Here’s the…

Topics , ,

These Are the 10 Brands Moms Like Most Right Now

by Davis Brand Capital on May 8, 2014 in uncategorized

YouGov BrandIndex polled about 5,000 mothers in April to better understand which of 1,250 leading brands they favored,…

Topics , , , , ,

Marketing Can No Longer Rely on the Funnel

by Davis Brand Capital on May 7, 2014 in uncategorized

One of the central concepts of marketing and sales is the funnel — through which companies are supposed…

Topics , , , ,

The State of Content Marketing in 2014

by Davis Brand Capital on April 28, 2014 in uncategorized

Revolution. That’s the term Brian Alvey, the man who built the software underlying three generations of digital publishers,…

Topics , ,

Still Running Marketing Campaigns? Time Is Running Out

by Davis Brand Capital on April 25, 2014 in uncategorized

Too many companies, for all their technological prowess and brainpower, are following traditional marketing models for strategy, tactics,…

Topics , ,

Red Bull Social Media Chief Nate Warner Departs

by Davis Brand Capital on April 25, 2014 in uncategorized

The man who gave wings to Red Bull’s social media marketing has taken flight. Nate Warner, the beverage…

Topics , , ,

The Finish Line For Digital Marketing Does Not Exist

by Davis Brand Capital on April 17, 2014 in strategic

Marketers are uncomfortable because they can’t see the finish line, which motivates some and scares most. But they…

Topics , , ,

A Viral Marketing Gag That Uses 3-D Printers and Rubber Chickens

by Davis Brand Capital on April 14, 2014 in uncategorized

When was the last time you talked about your favorite cracker on Twitter? It’s a dry subject and…

Topics , , , , , ,

Simple Reminders From the Smartest Marketers in the World

by Davis Brand Capital on March 31, 2014 in uncategorized

This last week, the CMO Club Summit was held in New York City. Marketing executives from all over…

Topics , , , ,

The Creativity Top 5: The Best Brand Ideas of the Past Week

by Davis Brand Capital on March 20, 2014 in uncategorized

Ad Age’s Creativity presents the most innovative ideas in advertising and marketing of the previous week. Among this…

Topics , ,

Say Hi (It’s Great Marketing)

by Davis Brand Capital on March 7, 2014 in uncategorized

When it comes to marketing a new product, then, why do so many people struggle getting the word…

Topics

Provocative Cadillac, Rescuing the Brand from Bland

by Davis Brand Capital on March 4, 2014 in uncategorized

The marketing question is simple. Why is this ad going where angels fear to tread? Surely Cadillac and…

Topics , ,

Brands Need to Know Their Purpose and What They Aspire to Be

by Davis Brand Capital on February 25, 2014 in uncategorized

Kinship requires work, and while people inherently are driven by it, brands are not individuals and often do…

Topics , ,

Contentvertising Continues Its Attack On Traditional Advertising

by Davis Brand Capital on February 20, 2014 in uncategorized

Here’s a new portmanteau for you: “Contentvertising.” Content and Advertising. You might also know this as “Branded Content.”…

Topics , , , , ,

Twitter Testing Profile Redesign and Other News You Need to Know

by Davis Brand Capital on February 12, 2014 in uncategorized

Welcome to this morning’s edition of “First To Know,” a series in which we keep you updated on…

Topics , , , , , ,

Food Brands Try to Wake Up Sales With New ‘Energy’ Appeals

by Davis Brand Capital on February 10, 2014 in uncategorized

From cereal to snacks and even dog food, brands are pushing energy as a selling point like never…

Topics , , , , , , , ,

What the Art Market Can Teach Us About Branding

by Davis Brand Capital on February 10, 2014 in uncategorized

The art market teaches us how valuable a brand can be. And in the world of marketing, the…

Topics , , , , , , , ,

Four Marketing Takeaways From the World Economic Forum

by Davis Brand Capital on February 6, 2014 in uncategorized

Optimism Is on the Rise, But Challenges Remain

Topics , , , , , ,

CMOs and CIOs Need to Get Along to Make Big Data Work

by Davis Brand Capital on February 4, 2014 in uncategorized

Variations of this Big Data story line are being played out in executive offices around the world, with…

Topics , , , , , , , ,

Chipotle’s Next Tasty Marketing Gambit: a Scripted Satire Online

by Davis Brand Capital on February 4, 2014 in design

IDEA: Chipotle has won scores of ad awards and legions of fans with its gorgeous animations and haunting…

Topics , , , , , , ,

Real-Time Marketing: Only the Dumb Survive

by Davis Brand Capital on February 3, 2014 in strategic

As consumers we often turn to brands to try to make our lives easier. Too much real-time marketing…

Topics , , , ,

Real-Time Marketing: Only the Dumb Survive

by Davis Brand Capital on February 3, 2014 in strategic

As consumers we often turn to brands to try to make our lives easier. Too much real-time marketing…

Topics , , , ,

It’s Time to Shift the Focus from Mobile to Mobility

by Davis Brand Capital on January 30, 2014 in uncategorized

Let’s Stop Thinking About Mobile Just as a Channel or Tactic and Move on to a Bigger Idea.

Topics , , , , , , ,

It’s Time to Shift the Focus from Mobile to Mobility

by Davis Brand Capital on January 30, 2014 in uncategorized

Let’s Stop Thinking About Mobile Just as a Channel or Tactic and Move on to a Bigger Idea.

Topics , , , , , , ,

What If Your Autonomous Car Keeps Routing You Past Krispy Kreme?

by Davis Brand Capital on January 22, 2014 in uncategorized

Is this future scenario convenient—or creepy? It’s one thing if a car’s driver-drowsiness detection system (which exists today)…

Topics , , , , , , , ,

At The Digital Crossroads: Shifting To Audience-Centric Marketing

by Davis Brand Capital on January 16, 2014 in strategic

Today, the integration of audience data in digital advertising exists most commonly in display. Across the Google Display…

Topics , , , , , , ,

2014 Marketing Trends You Probably Haven’t Heard

by Davis Brand Capital on January 13, 2014 in uncategorized

It’s that time of year. I’m hopped up on eggnog and ready to go! Last year’s “10 Marketing…

Topics , , , , ,

The 30 Under 30 Driving The Radical Transformation Of Marketing And Advertising

by Davis Brand Capital on January 6, 2014 in uncategorized

This year’s Forbes 30 Under 30 in Marketing & Advertising are driving that dramatic industry change, and their…

Topics , , , , ,

Time to Reinvent Job Structures to Survive an Always-On World

by Davis Brand Capital on December 17, 2013 in strategic

Marketing Is About Making Your Brand as Relevant as Possible, and Now You Need to Do It in…

Topics , , , ,

An Album Release Without the Hype

by Davis Brand Capital on December 16, 2013 in uncategorized

In a year filled with elaborate, corporate-sponsored music-marketing campaigns that frequently fell flat, pop star Beyoncé took an…

Topics , , , , ,

8 Tips For Planning Your Small Business’ 2014 Marketing Strategy

by Davis Brand Capital on December 9, 2013 in strategic

While the holiday season is undoubtedly a busy period for small business owners, it’s important to set aside…

Topics , , , , , ,

The Millennial Marketing Mix: Community, Innovation and Values

by Davis Brand Capital on November 25, 2013 in strategic

Millennials want innovation, community and values. The brands that get all those things right will have customers for…

Topics , , , , , , , ,

Will Ferrell’s Anchorman 2 Is Changing the Way Movies Are Marketed

by Davis Brand Capital on November 25, 2013 in uncategorized

The wide-reaching social push is unlike anything done before.

Topics , , , ,

When Marketing Is Strategy

by Davis Brand Capital on November 22, 2013 in uncategorized

The strategic question that drives business today is not “What else can we make?” but “What else can…

Topics , , , , , ,

Don’t Confuse ‘Thought Leadership’ With ‘Branded Content’ or ‘Native Advertising’

by Davis Brand Capital on November 21, 2013 in uncategorized

Thought leadership, branded content, content marketing, and native advertising are all stops along the continuum of how ideas…

Topics , , , ,

Email marketing: Think inside the new inbox

by Davis Brand Capital on November 19, 2013 in strategic

Marketing investments in new channels are certainly necessary, as companies learn to master omni-channel marketing. But marketers should…

Topics , , , , , ,

15 Brands Rocking Tumblr

by Davis Brand Capital on November 14, 2013 in strategic

These 15 brands have solved the Tumblr riddle, and whether it’s for news or fashion, entertainment or history,…

Topics , , ,

view more