Marketing News Exclusives

March 18, 2010 American Marketing Association

Sears Spotlights Kenmore Rebrand With Experiential Effort

Faced with troubled times, Sears Holding Corp. is making some experimental moves with its brand portfolio. Along with expanding the distribution of its Craftsman and DieHard brands beyond Sears and Kmart stores—as Marketing News Exclusives reported earlier this month—Sears is giving its Kenmore brand a new, more youthful look, complete with a flashy pop-up studio in Chicago to display the fruits of its labor.

Digital Expert Assessment: SEO—Where Should You Start?
You've been asked to assist with your company's SEO efforts, but you don't know the first thing about keywords and crawlability. Duane Forrester, SEO senior program manager at Microsoft Corp., offers up some foundational SEO information to help you talk the talk in your next Web strategy session.

Motorola CMO: 3 Tips for Business-friendly Marketing Presentations
Many marketers could use some guidance in presenting their marketing efforts and accomplishments to company execs. The key, says Motorola CMO Eduardo Conrado, is to cut through the marketing-specific jargon and metrics to make the presentation more business-focused.

State Farm Backs Band to Build Brand Awareness
Paint-blasting cannons and a crashing piano star in indie pop rock band and established YouTube darling OK Go's latest video, which has scored more than 8 million online views in 15 days. But there’s another entity seeking new fans from OK Go’s viral success: State Farm Mutual Automobile Insurance Co.

Why TV Still Matters in the Digital Age
Despite all of the chatter about digital marketing, traditional TV advertising is slated to dominate budgets through at least 2014, according to Forrester Research. Why? Because TV is the best place to reach a large number of consumers quickly and to establish an emotional connection with them, experts say.

SEM - Search engine marketing is the process of building and marketing a site with the goal of improving its position in search engine results.

"RT @ronaldskelton: 4pm on friday is the best time to tweet. #AMAVESM #amamarketing"

Building a University Brand: Washington, D.C.
Your institution’s image or brand plays a critical role in helping your institution recruit students, secure grant funding, attract top faculty, and maintain strong community, government and media relations. But effective identity or“brand management requires your institution to get on that proverbial “same page” about that which defines your institution and makes it truly special and, in the best of all cases, unique.

This two-day institutional identity workshop will cover all of the issues you need to think about as you prepare to launch an initiative to develop your institution’s brand strategy.

Applied Research Methods 2010
Join us this spring in Philadelphia! The American Marketing Association's Applied Research Methods event is an intensive, customized learning experience focused on practical applications and readily implemented solutions in marketing research. This three-day event will feature tutorials in qualitative and quantitative research methods, customer loyalty and online research, and business understanding and leadership skills for market researchers.

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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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