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Topic: branding

Fast Chat: Lucas Watson YouTube has started to curate its content. Now it's time to woo advertisers

It's been a year of upheaval at YouTube. In October, the site unveiled a long-awaited redesign meant to expand (and improve) its selection of videos in order to get users…

December 22, 2011, 5:12 AM EST

Social Data Uncovers Brand, TV Show Affinity Exclusive research from Bluefin Labs

To reach consumers most likely to mention Walmart on social media, marketers might have luck targeting shows with, well, less than lofty themes. Recently released research shows that people who create…

December 22, 2011, 4:56 AM EST

Perspective: Rough Road Ahead Marketing a product as utilitarian as a tire has never been easy

Historically, the marketers of performance-driven products have racked their brains to find ways of explaining their latest breakthroughs to the buying public. This tactic works great—until the specs get too…

December 15, 2011, 7:55 AM EST

Media Pop-Ups Look for New Edge in Lean Times Startups take a page out of the fashion industries playbook

Pop-ups have gained favor as a way of getting value out of vacant real estate while bringing an element of immediacy and surprise to the shopping experience. The concept lends…

December 13, 2011, 4:39 AM EST

Questlove's Other Drumsticks The Roots' drummer discusses his latest venture, and it's not a new album

The Roots' drummer Questlove recently supplied both beats and wings at Bon Appétit's new kitchen/party space to celebrate the launch of his locally sourced buttermilk fried chicken catering startup, Quest…

November 29, 2011, 6:36 AM EST

Thriller Author Patterson Gets Back Into Ads Novelist takes a more active role in marketing his upcoming book campaign

James Patterson knows too much about advertising to leave it to publishers. So, when the former JWT creative director markets his books—such as the upcoming campaign for his children’s novels—he transforms…

November 22, 2011, 6:44 AM EST

Cadbury Wins Color Purple Rights Sees off trademark row with Nestlé

British confectioner Cadbury has won a trademark dispute with Nestlé over the rights to the “iconic” purple color that Cadbury uses on its wrappers. The U.K. Intellectual Property Office ruled that…

November 17, 2011, 5:48 AM EST

Perspective: Soaking It In Paper towels really haven't changed that much—that explains why their advertising has

When a brand manages to stay in business for a century or more, it’s often because the agile R&D guys keep the core product up to date. But sometimes the…

July 27, 2011, 6:14 AM EDT

E!'s New President Has Her Eye on Scripted Programming Suzanne Kolb wants more than the Kardashians

For a network that has built a name on reality television, branching into scripted programming can be a complicated venture. But E! Entertainment's newly appointed president, Suzanne Kolb, says she…

July 8, 2011, 5:26 AM EDT

Spike Lee on the Spike Lee Brand Filmmaker receives lifetime achievement award for marketing work

Spike Lee started building his brand with a call from Wieden + Kennedy. After wrapping his first feature film, the 1986 cult classic She’s Gotta Have It, Lee remembers how…

July 5, 2011, 6:26 AM EDT

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