Brand Management

mass media

Low-budget media channels have a surprising way of boosting the effectiveness of big-ticket TV placements

smartphone home monitoring

Bell, Rogers, and TELUS have been fighting to a standstill since 2013. Instead of continuing a pointless strategy, here’s how they can deliver on a new value proposition

friendly salesperson

Friendliness without friendship may undermine customer relationships

Want to improve the consumer’s experience? You probably won’t find the answer in historical data
Marketers are starting to win back the authority to deliver on their brands’ promise
Leveraging the four components of a brand story
60-minutesThursday, July 17, 2014 - 1:00pm
Session Leader: 
Scorned within organizations and consumed by misguided goals, modern marketers are suffering a crisis of confidence. A veteran says it’s time to return to the roots of brand management
The need for better marketing management
60-minutesThursday, January 16, 2014 - 1:00pm
Session Leader: 
Two individuals forming a heart with their hands

In the digital age, with the increasing "dematerialization" of products, brand managers need to start asking, How important is my brand in what you are loyal to?


Litigation has pried open a treasure chest of internal documents that show how tobacco companies go about identifying target markets

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