Brands and Brand Equity
5 Things I Know About Marketing – Scott McDonald, The ARFJul 19, 2017
"Marketers often live inside their own brand bubble, imagining that consumers are paying much closer attention than, in fact, they are," says ARF President Scott McDonald. "At best, people are paying partial attention. . . . This is one of the reasons why advertising needs to be sustained."
Content Marketing: Using Media Content to Create Brand ValueJul 13, 2017
Webinar featuring Bobby J. Calder
Content marketing is increasingly recognized as an important marketing activity. Bobby Calder will address some key questions to help marketers understand the potential contribution of content marketing and execute it effectively.
Content Marketing: Using Media Content to Create Brand ValueJul 13, 2017 Webinar featuring Bobby J. Calder
Content marketing is increasingly recognized as an important marketing activity. Yet many companies struggle to define content marketing and appreciate how it can contribute to their business. Bobby Calder will address some key questions to help marketers understand the potential contribution of content marketing and execute it effectively.
Brand Damage from Product Harm and Corporate Social Irresponsibility: How Deep and How Long?Nov 29, 2016 Max Backhaus and Marc Fischer, 2016, 16-133
Marketers, take note: Corporate socially irresponsible behavior can have a devastating effect on one of the most valuable corporate assets, the brand.
What Makes Customers Adore Your Brand?Nov 02, 2016
Webinar featuring Deborah MacInnis, University of Southern California
How can companies turn their brand into one that customers love, trust, and respect? In this webinar, Debbie MacInnis will discuss “brand admiration”—the ultimate destination point for marketers, since “brand admirers” become loyal customers and brand advocates, creating efficient profit and opportunities for growth.
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