Brand Marketing

Video: John Greenleaf, DoubleTree

Lindsay Stein May 18, 2012

PRWeek's Lindsay Stein speaks with John Greenleaf, VP of brand marketing at DoubleTree by Hilton, about the hotel brand's Little Things campaign.

Emirates launches global brand awareness initiative

Lindsay Stein April 06, 2012

DUBAI: International airline Emirates has kicked off its first integrated campaign to increase brand awareness around the world and change the company's image to a lifestyle brand.

Brands must build dialogue, says Coke marketing chief

Lindsay Stein March 14, 2012

NEW YORK: Brands should focus on eliciting expressions from consumers rather than impressions, said Joe Tripodi, EVP and chief marketing and commercial officer at Coca-Cola.

SCA Americas taps Burson as PR partner for Tork

Lindsay Stein February 24, 2012

PHILADELPHIA: Personal hygiene products manufacturer SCA Americas has selected Burson-Marsteller as its agency partner for its Tork brand after an RFP.

Carmakers expand news cycle for Super Bowl ads

Chris Daniels February 03, 2012

Brands are making their internal PR teams and agency partners a bigger part of their Super Bowl plans, lengthening the news cycle for their ads and taking advantage of consumer enthusiasm on social media.

Lowdown: Lasting impact

January 01, 2012

Word-of-mouth marketing agency BzzAgent recently released results of its study analyzing the long-term effects of brand advocacy.

CMO Q&A: Verchele Wiggins, Holiday Inn Family Brands

Lindsay Stein December 01, 2011

Verchele Wiggins, Holiday Inn Family Brands' VP of global brand management, talks to Lindsay Stein about the company's next evolution.

MSLGroup launches brand narrative service

Lindsay Stein October 11, 2011

NEW YORK: MSLGroup Americas has created MSLCamp, a service designed to help consumer and healthcare marketers form strategic brand narratives.

Reciprocal altruism is imperative to building customer advocacy

Michael Brito, Edelman Digital September 30, 2011

We as marketers need to change the way we think. For too long, we have inundated the community with one-way marketing messages.

Denny's launches new brand positioning campaign

Chris Daniels February 07, 2011

SPARTANBURG, SC: Restaurant chain Denny's has launched a new campaign "America's Diner is Always Open," to position the brand around a new theme of "openness."

CMO Q&A: Michael Sprague, VP of marcomms, Kia Motors America

Alexandra Bruell November 01, 2010

Alexandra Bruell talks to Michael Sprague, VP of marcomms at Kia Motors America, about some recent changes to its marketing approach

Cause marketing at 30,000 feet

October 22, 2010

I've been traveling a lot lately for PRWeek business and so I've become somewhat of a connoisseur of airlines and their practices.

Talent will still drive tomorrow's PR agency

Miles Nadal May 01, 2010

It's evident that social media, branded entertainment, product placement, and experiential marketing have all become increasingly important components of PR in recent years.

Premium brands respond to recession with value message

Aarti Shah May 01, 2010

Not so long ago, magazine editors would be moved to write a story about a product simply to showcase its staggering price tag.

Cone names Fleishman president

Aarti Shah March 30, 2010

BOSTON: Cone has named Bill Fleishman as president. In this role, Fleishman will be responsible for all agency account service disciplines, in addition to serving as a strategic advisor and counselor for key agency clients.

Show me the evidence

Rob Flaherty March 01, 2010

The most interesting line in a certain famous golfer's appearance 10 days ago was when he noted that his wife told him that his "real apology to her will not come in the form of words; it will come from my behavior over time."