Marketing News Exclusives

February 11, 2010 American Marketing Association

Marketing News Exclusives checked in with Stephen Pearce of Tourism Vancouver to see how the 2010 Winter Olympics host city plans to leverage its association with the Olympic brand and market itself as a world-class tourist destination—a city that offers a lot more than just "mountains, moose and Mounties."

Don't Haggle With Customers, Says National Retail Federation
While haggling always has been a part of car buying and flea-market hunting, many consumers are suggesting that there might be a role for haggling in traditional retail environments. Marketers should be wary of going down that road, retail experts say.

Expert Assessment: A Better Way to Woo
Customer loyalty programs could benefit from more—and better-utilized—customer data to find the triggers that will keep your best customers coming back for more, writes Lance Osborne, director of global marketing at Acxiom Corp., in his first column for Marketing News Exclusives.

Brand Equity Buoys Toyota, Apple
Toyota and Apple are making branding news—albeit for very different reasons. We asked branding expert Hayes Roth to discuss how strong brands have the power to carry a company through tough times and to generate international attention for a new product launch.

Beyond the Bowl: Social Media and Promos Prolong Super Bowl Ads' Impact
It’s the week after the big game and Super Bowl commercials are the hot consumer topic. Despite all of the buzz that the brands have generated, though, the question remains as to whether these commercials are worth the expense—whether they’ll impact sales and brand affinity not just this week, but in the weeks and months ahead.

Brand equity - The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.

"RT @DKMMC: Mktg is 2 establish a difference btwn brand & the competitor’s brand on an attribute imp 2 the customer. N. Kumar #amamarketing"

Virtual Event: Social Media Marketing
The social media revolution is happening now, and quickly gathering steam. What do you really need to do to establish a solid social media presence now and in the future? And in a world that seems full of B2C ideas, what's working for B2B marketers?

Cut through the clutter and get the insights you need at this free AMA virtual conference. Join us on Feb. 25 to learn from experts including GasPedal CEO Andy Sernovitz and HubSpot CEO Brian Halligan.

Strategic Brand Development: Chicago
Strategic Brand Development provides the know-how to make your brand work best with new and proven ways to generate revenue. Learn how to uncover “white space” opportunities and create meaningful differences in new ways that redefine categories and drive brand revenues. Gain knowledge to improve segmentation, brand positioning, strategy and competitive advantage.

Series leader Robert Kincaide is principal of Growth Strategy/Innovation Inc., a consulting firm specializing in strategic brand innovation.

More Events

SuperBowl Brand Wins

Based on this year's SuperBowl ads, which brand proved to be the clear winner?
Vote Here

Poll

Total Responses: 32

"Just because a certain marketing tactic generates hype does not mean it is helpful for the short- or long-term success of your brand."

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Editorial:
     Elisabeth A. Sullivan, Editor
     John N. Frank, Editorial Director
     Nancy Pekala, Director of Online       Content
     Allison Enright, Managing Editor
     Piet Levy, Staff Writer

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