Co-branding, when two brands from different companies or within the same company partner to leverage another’s equity for mutual benefit, has been a marketing tactic for some time—take Breyer’s and Hershey’s, Lay’s and KC Masterpiece, and Tide and Febreze, for example. Such partnerships work well when each brand is able to leverage its strengths to benefit the other and create a powerful synergy.
Take Five: Quick Tips to Justify your Marketing Budget
Marketing budgets are under attack and the best response is to provide proof that marketing will predictively build brands and create corporate value. CoreBrand’s continuous, quantitative research over the past 20 years shows that 70% of marketing budgets go underfunded and brands achieve less than their potential, creating a continuous struggle to justify additional spend.
Campaign Corner: P&G’s Thank You Mom
Procter & Gamble launched this campaign on April 17, 2012, aiming to recognize and celebrate the mothers behind the Olympic athletes with online, social media, TV and print ads running through the end of this year’s Olympic Games. The company reports that this is the biggest campaign in its 174-year history.
The activities aimed at keeping track of changes in external factors that are likely to affect the markets and demand for a firm's products and services. Among the external factors usually considered are the economic, social, demographic, political, legal, cultural, and technological forces.
StephenMonaco: #Marketing must take action when current way of doing business is no longer effective. Foster change and innovation! #fa
Going Mobile: Integrating Strategy and Design for Success
- There are 1.2 billion mobile website users world wide¹
- 8.49% of website hits come from a mobile device²
- In the US, over 25% of mobile webs users only use mobile devices to access the internet³
Given these facts, if you don’t yet have a mobile presence, it is likely that you are missing out on a huge part of your audience. It’s time to make the change. And this event will show you how.
Research and Strategy Summit
Today’s hyper competitive, ever-changing environment is causing a transformative shift in the market research industry. Research and strategy executives are now expected to lead the evaluation and adoption of innovation for their companies.
An exciting time? Yes.
An easy feat? Absolutely not.
With unique access to the world’s most forward-thinking executives and industry insiders, AMA's Research and Strategy Summit will challenge your thinking, deepen your insights and empower you to lead critical transformative initiatives for your business.
Which Summer 2012 Olympic athlete is likely to be the best brand bet?
Total Responses: 464
"As the Olympics get underway, prepare for the onslaught of odd promotional tie-ins. This satire is a good reminder that marketing works best when it makes sense—and shows a credible, authentic link between the promotional message and the heart of the product (or cause). You can’t slap a pink ribbon - or Olympic rings - on a brand and expect that to work magic. People won’t buy it - metaphorically or literally."
Going Local: A Marketing How-To Guide for National Brands
Wells Fargo Talks Multicultural Marketing
The Third Era of Branding: Applied Simplicity
The Customer-Centric Retail Pricing Zone
Proximity Marketing: The Next Step
Can More Information be a Bad Thing
What Chinese Want
The Social Media Integration Gap
Be Honest: The Connection Between Truthfulness and Powerful Marketing
It's Time to Re-think, Re-do and Re-energize
How to Fuel A Modern Customer Experience Program
Performance Targeting: Understanding and Leveraging New Innovation for Marketing Success
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