Entering the Chinese marketplace presents formidable challenges for Western marketers’ globalization strategies. Chinese brands face similar levels of difficulty in their quest to go west—with the additional hurdle of overcoming some long held consumer perceptions. Athletic apparel brand Li-Ning is trying to be one of the first to successfully make the leap.
Give Them Something to Talk About
Reddit.com aims to push beyond click-throughs to position online advertising as social content. Erik Martin, the news-aggregation site’s general manager, discusses how Reddit is helping brands of all sizes navigate the online conversation.
Daily active and monthly active users are worthwhile Web metrics, but they don’t tell the full engagement story.
Global glass manufacturer Owens-Illinois launched an integrated campaign to demonstrate that the value of glass packaging is more than the value of the vessel itself.
10 Minutes With...
Diversity is more mission than marketing message at Wells Fargo & Co., says Michelle Scales, the company’s director of diverse growth segments.
AMA’s 75 Years in Marketing History
Carol Cone maps out the evolution of cause marketing from practice to purpose.
AMA Community Meetup
Check out the AMA’s latest lineup of conferences and events, and learn how you can join the action.
AMA event calendar
Your customer experiences your brand through every touch point, from your marketing message, to your channel partners and distributors, to your customer service rep, so take a walk in your customer’s shoes to ensure that you’re delivering on your brand promise, writes Forrester’s Josh Bernoff.
Aaker on Branding
Push beyond the confines of your company—and your regular roster of sounding boards—to tap into the inspiration that you need to innovate, improve your offering, or enliven a sales or marketing program, say Prophet’s David Aaker and Geof Hammond.