Branding Roundtable #14: Luxury

In a world where chasing the luxe life seems a mass pursuit, what does it mean to be a luxury brand, and how can marketers effectively position and promote luxury products, services and experiences (the latter becoming ever more important)? We explore those questions and more with three branding experts: Tom Adams, Global Head of Strategy, FutureBrand Worldwide Erich Joachimsthaler, Read more


Do We Really Need Another Branding Book?

And few people realize this (especially in the C-suite), but a brand is the ultimate corporate asset, because it’s the only asset that need never depreciate. Buildings age, roofs leak, IP expires—every other form of asset depreciates over time, but a brand never needs to. (Note that I didn’t say they never do depreciate. Brands Read more


Is Content the New Reach?

An interview with EnergyBBDO Chief Creative Officer Dan Fietsam Social media and content marketing may be hot trends, but big brand creative agencies still make their money with big, mass marketed programs. I was intrigued, then, when I began to see the Chief Creative Officer of EnergyBBDO, Dan Fietsam (rhymes with “tweets some,” which he Read more


What It Takes to Win Agency New Business Today: The Michael Gass Interview

There is one constant in the ever-changing world of marketing agencies – the need to constantly develop new business. To discover out what agencies need to do now to find and win new accounts, we turned to Michael Gass, an author, speaker and leading consultant to advertising, digital, media and PR agencies on new business Read more


Where is Content Marketing Heading?

6 Content and Social Media Leaders Speak Out One of the best ways to find out where a movement is headed is to talk to the people working on its leading edge. Branding Magazine reached out to several authors, consultants, agency leaders and big-brand social/content directors with four key questions: Do you see content marketing Read more


Bloggers Rock for Brands in New Service

Triberr Introducing Influencer Marketplace to Enable Brands to Better Leverage Bloggers Social influence meets paid media as a new service makes it easy for brands to get hundreds of on-target bloggers to cheer. At the recent Social Slam 2013 Conference, Branding Magazine Contributing Editor Chuck Kent interviewed Dino Dogan, founder of Triberr, the blog amplification Read more


Forget B2C and B2B: Brands Need P2P

Three Experts Speak to the Necessity of Person-to-Person Marketing in the Digital Age In the age of social media, when brand success may be measured by friend and follower counts in the thousands or even millions, it seems almost quaint to think of actually meeting individuals. In person. In the flesh. Nonetheless, trade shows are Read more