Brand Equity

Anatomy of a Brand

Campbell's: Not About to Let the Soup Cool

The recession has proved a boon, but to stay dominant the company is launching new products and wooing the Russian market

Featured Blog

A bidding war looks set to ensue for British confectionary maker Cadbury after U.S. chocolatier Hershey and Italian confectioner Ferrero issued separate statements confirming their interest in the company.

—Kerry Capell, Europe Insight

Featured Video

TV Advertising's Latest Changes

Advertisers are teaming up with TV programmers to create content promoting both a product and a TV show. They hope the spots will help them combat ad-skipping on digital video recorders

More Videos

VIEWPOINT: Burt Helm and Tom Lowry

Blasting Away at Product Placement

Critics consider the practice stealth advertising—and are pressuring the FCC for tougher regulation

Viewpoint: Beth Comstock

A Marketer Is a Terrible Thing To Waste

Beth Comstock, chief marketing officer and senior VP at GE, explains how marketers can help rebuild the economy

Podcast: Innovation of the Week

Building Brands You Can Trust

"Be helpful, be consistent, be everywhere," advises Chris Brogan, co-author of Trust Agents, a book of advice for those looking to navigate the world of social media and marketing to build sustainable brands.

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Featured Book Review

A Brief History of Blogs

How a form of grassroots communication led to the likes of YouTube and Facebook, and transformed the media landscape

Insight: Jeneanne Rae

New Thinking about Consumer Marketing

By paying attention sooner and more often, companies stand a better chance of keeping their customers satisfied

Design Directory

BW Innovation Job Board

Hundreds of job openings with design-driven companies.

• Business Development Manager – Medical

  Design+Industry  |  New York, New York

  Posted: Oct 15

• Product Development Company seeking Business Development Professional

  Radius Product Development  |  Chicago, Illinois

  Posted: Oct 2

• Design Project Manager/Producer

  MOTO Development Group  |  San Francisco, California

  Posted: Oct 9

>> View All Jobs

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