Click & Read:
Automotive
by Karl Greenberg Mercedes-Benz marketing VP Steve Cannon talks about how the brand is going beyond customer satisfaction to something he calls "customer intimacy," a quality a brand needs to create brand advocates and disciples. "I'm talking about getting that much closer to your customer that make some of our ways of targeting them look Stone Age," he said. ...Read the whole story >>
Retail
by Tanya Irwin
New for 2010, Staples is launching a line of DoSomething.org-inspired products that students can use to keep organized and learn about important issues impacting their communities. These products will be available at Staples retail stores by July 4 and will direct students to a dedicated microsite with additional information and suggestions. ...Read the whole story >>
Food
by Sarah Mahoney Moving toward Memorial Day, the Beef Council will heavy-up its effort, with a greater focus on recipe communication. Ads tagged "29 lean cuts, one powerful protein" will be expanded to include summer radio spots in 20 markets, with specific retail mentions. ...Read the whole story >>
Conference
by Karl Greenberg
Dan Germain, head of creative for UK fruit drink brand Innocent Drinks, used moleskin notebooks as an example of good emotional brand character. "They are just a bloody notebook. But don't you feel a little cleverer than everyone else? It's just a notebook, but somehow the act of holding it, touching it ... When you see someone else [with one], you think, 'Yeah, one smart chap.'" ...Read the whole story >>
Restaurants
by Karlene Lukovitz In addition, they offer healthy hints, such as alternate menu selections with lower calories or fat, or ways to reduce these on favorite menu items, on a customer's next visit. ("If you are trying to eat healthier, try 'holding the chipotle mayo' on your sandwich and save 180 calories and 18g of fat.") ...Read the whole story >>
Research
by Aaron Baar
"It's taken a couple of years, but they've figured out the mobile phone is really a tool kit, and one of the tools it unlocks is this thing called the retail environment," says the Mobile Marketing Association's Peter Johnson. "If we had done this survey two or three years ago, I would guess almost all respondents would have used it to purchase ringtones or wallpaper." ...Read the whole story >>
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