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Brand Genius

Brands Buy Real-Time Mobile Ads Based on the Weather Ace Hardware, Taco Bell, Seamless

This past winter, Ace Hardware tested location-based mobile ads before and after snowstorms to pitch items like shovels and de-icers. Buoyed by the results—and underscoring how brands have begun using…

April 8, 2013, 10:08 PM EDT

How Clairol Hair Color Went From Taboo to New You Hair dyeing shifts from shameful secret to $1 billion bonanza

Throughout history, women have grappled with a biological inevitability that is, literally, always top of mind: Sooner or later, they go gray. As the common wisdom goes, about 50 percent of…

February 28, 2013, 12:35 AM EST

Perspective: One Tough Sell Trying to find the few, the proud

For those who rail against government spending on bridges to nowhere and $600 toilet seats, few things ruffle the feathers quite like the cash that the Department of Defense drops…

July 12, 2012, 12:06 AM EDT

CPG, Food: Kraft Macaroni & Cheese SVP Chris Kempczinski The mac & cheese makeover mastermind

Few stomachs in America are unacquainted with Kraft Macaroni & Cheese. The affordable dinner in a box has been feeding everyone from starving students to delighted kids since 1937. But…

October 27, 2011, 9:32 AM EDT

Travel: TripAdvisor CMO Barbara Messing Setting her brand apart—50 million reviews at a time

Whether you’re looking for the most secluded B&B in the Adirondacks in New York or the best table in Campobasso, Italy, the Web offers a near-limitless number of user-generated travel…

October 27, 2011, 7:26 AM EDT

Beverage and Spirits: SVP Global Brand Director of Smirnoff Trademark, Simon Burch; and Smirnoff VP, Global Marketing Michelle Klein This marketing duo wins with a cocktail of social media, partying, and the Material Girl

Just how big is Smirnoff? The top-selling vodka brand in the U.S. can call no less than Madonna a BFF. On Nov. 12, the pop goddess will host a dance-off…

October 26, 2011, 6:48 AM EDT

Insurance: Progressive CMO Jeff Charney Building the brand, one Flo at a time

Ever since the debut of a certain talking reptile back in 1999, it’s been difficult to stand out in the car-insurance business. Nobody knows that better than Jeff Charney. After…

October 26, 2011, 6:48 AM EDT

Entertainment: Rovio CMO Peter Vesterbacka He insured Angry Birds took the market by storm

Even if you’re not one of the 400 million people who’ve downloaded it; 30 million who play it every day; 130 million who check it out each month; or someone…

October 25, 2011, 8:01 AM EDT

CPG, Household: Purex's GM of Laundry and Home Care, Henkel North America, Eric Schwartz The art of making a budget brand top-shelf in less than three years

There’s a problem in the low-priced detergent category: parity performance. It’s the shopper’s assumption that all discount brands are pretty much the same. That assumption is normally a brand’s kiss…

October 25, 2011, 6:50 AM EDT

Technology: Google VP of Global Marketing Lorraine Twohill How to effectively market the most ubiquitous digital brand

Let other marketing executives worry about how consumers perceive their brands. For Google’s Lorraine Twohill, it’s about inviting users to help create hers. “We’re the only company on the planet that…

October 25, 2011, 6:47 AM EDT

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