Category — Marketing

It’s like the Pepsi Challenge for the digital generation, says CMO Jill Beraud.  An exclusive Q&A interview by Tim Manners.
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The “we decade” began almost ten years ago for J&J’s BabyCenter. By Dori Molitor. (pdf) or (text)

Putting category before brand is like driving in reverse. By Chris Hoyt. (pdf) or (text)

A year ago we were angry.  Now we’d like some tender, loving care. By Dori Molitor.
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Brand rituals build loyalty and drive growth.
By Zain Raj. (pdf) or (text)

A discussion featuring Bonin Bough of PepsiCo, Aaron Magness of Zappos, Richard Binhammer of Dell, Bert DuMars of Newell Rubbermaid and John Andrews of Collective Bias. (pdf) or (text)

Are you up for the challenge of open branding?   By Alexander Do.

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New research uncovers keys to successful digital-media integration. By Jim Garrity and
Kerry O’Connor.

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Ripped, The Beckham Experiment and Losing the News.

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A discussion featuring Simon Uwins of Fresh & Easy, Tom Britanik of Clorox, Rita Bargerhuff of 7-Eleven, Chris Heye of Welch’s and Masha Sajdeh of Arc Worldwide. (pdf) or (text)

Consumer and shopper insights converge in ConAgra’s culture of collaboration.  An exclusive Q&A with ConAgra Foods CMO Joan Chow by Tim Manners.

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The “best of the best” in shopper marketing get better and better.  By Chris Hoyt.

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Featuring Kim Feil of Walgreens, Barry Judge of Best Buy, Stew Leonard Jr. of Stew Leonard’s and Zain Raj of Euro RSCG.

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An emotional connection at retail pulls shoppers and creates loyalty.  By Jim Porçarelli.

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Corporate culture needs to view consumer culture through a new lens. By Dori Molitor.

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Shopper marketing is the elephant in the room that nobody sees quite the same way. By Chris Hoyt.

(pdf) or (text)