Marketing to Moms in the B to B Category

by Kim Boyer
Many business to business marketers think of their target audience as a job function or category.  We typically look at SIC codes or department functions.  It is a rare business to business marketer that looks at the emotions of the target audience. It is even more rare for a business marketer to look [...]

Filed under: Brand, Brand Management, Brand Strategy, Social Media, Strategic Planning, Uncategorized on January 29th, 2010 | No Comments »

And You Thought You’d Never Make the Cover of Time Magazine

by Geoff Pickering
In late October of 2006, Adamson put a stake in the ground and decided our service offerings were not enough to sustain our company for long-term success. Put simply, we needed to change, or run the risk of perishing. Roughly one month later, on December 13, 2006, Time Magazine announced its Person of [...]

Filed under: Brand Management, Brand Strategy, Channel Management, Experiential Branding, Integration, Strategic Planning on January 28th, 2010 | No Comments »

Value Brands Click With Young Adults

It’s nice to see myths get debunked occasionally. We tend to think of young consumers as hyper-brand-conscious. Of course, the Great Recession has sobered a lot of people.
- Mark DolliverNEW YORK Settling into adulthood amid the Great Recession, today’s 20somethings are a practical-minded bunch, according to a J.D. Power and Associates study.
Examining the online discussions [...]

Filed under: Brand Management, Brand Strategy on January 28th, 2010 | No Comments »