Branding Roundtable #17: What is a Branding Agency

The Branding Roundtable typically asks three or four branding experts from around the globe to answer 10 questions. This month, we have flipped that around, asking 10 experts from the UK, Europe and the US  just three questions: In one sentence, what is your definition of a “branding” agency, consultancy or firm, and which of Read more


The Role of the B2B CMO in Innovation

When we think about innovation, the popular image that comes to mind is the B2C company with its formal focus on innovation centers, ethnographic research, and new technology and product breakthroughs. Meanwhile, many B2B companies, especially mid-sized, don’t think of themselves as innovative, let alone have they developed an “innovation capability” with dedicated processes, staff, Read more

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How Big Brands Foster Global – Yet Regional – Loyalty and Awareness

Recently, at Incite Group‘s Customer Service Summit, leaders from various global brands got together to discuss the personalization of global brands. Entitled “Going Global with Social Support: Use Contextual Awareness to Drive Brand Reputation and Loyalty Around the World,” this panel highlighted the various ways in which big brands are fostering regional support in relation Read more


The B2B Branding Roundtable: From the Land Where “Brand” Was a Dirty Word

B2B, or business-to-business, branding and marketing once went by the decidedly unsexy moniker of “industrial marketing.”  It was a hard-nosed business of products sold on features and price, with marketers often relegated to a sales support role and “brand” considered an indulgent and irrelevant nicety better suited to B2C. No more. Today, B2B often attracts Read more


What B2B CMOs Should Borrow from B2C

It’s an old debate that never seems to get settled:  B2B vs. B2C. Which is more advanced? Which is harder? Which is better? Despite indications that the two sides of the marketing divide may be growing more similar than ever, attitudes toward each are still quite different. The common B2C vs. B2B clichés Customer-centric vs. Read more


The C-Suite: Jordan Kretchmer, CEO of Livefyre

In this month’s edition of The C-Suite, we highlight Jordan Kretchmer, the Founder and CEO of Livefyre, a real-time content marketing and engagement platform used by media companies and brands worldwide to create more engaging campaigns for their consumers. Through a combination of real-time content, conversation, and social curation, Livefyre’s studio harnesses the power of user-generated Read more


The C-Suite: David Chen, CEO of Strikingly

David Chen is the CEO and Co-Founder of Strikingly.com. Strikingly allows anyone to get a gorgeous, mobile-optimized website in minutes. The company is backed by Y Combinator, a leading startup incubator, and has received funding from top investors in the U.S. and China. Here, we interview David in our first edition of The C-Suite: Branding Read more


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


Nonprofit Branding: The Branding Roundtable #13

When you entertain the concept of branding you may consider it to be just a business concept, the foundation for and driver of financial value creation. More and more, however, nonprofits are also seeing the benefits of disciplined brand strategy and communication – benefits far beyond  enhancing their fundraising. To explore the challenges and opportunities Read more


Judgment Day: Digital Tensions in Campaigns

Judgment Day is a new series highlighting the backgrounds, philosophies, and work ethics of judges throughout various international industry awards. Bm’s New York team had the pleasure of attending this year’s New York Festivals World’s Best Advertising awards. With an Executive Jury of some of the most talented and dedicated creative officers from around the globe, our Read more