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An interview with Tom Fishbourne, a marketoonist and founder of cartoon studio Marketoon Studios, is presented. He talks about his desire to be a cartoonist since at an early age. He recalls his involvement in brand management at food company General Mills Inc. and his inspiration to make the first post-college cartoon. Fishbourne also shares his ways of protecting creativity and bringing more of it into the corporate world.

The article explores the reasons why many brands engage in pop-up shops. Topics include the value of the pop-up shop industry in 2016 according to figures from the retail marketing database PopUp Republic, the launch of pop-up shops by community-focused food website Food52, the focus of the shops on the theme of refreshing rooms for the spring, and the decision of farm cooperative Organic Valley to open a pop-up shop to promote its half-and-half product.

Data quality and cleansing are still stumbling blocks for most marketers and will continue to be as marketers make the shift to cookieless campaigns. Not to mention, this is a brand value that aligns with customers and will help increase the bottom line. Whether B2B or B2C, customers will look for ways to do business with brands that align with their customers core values. [Extracted from the article]

The article examines how traditionally male-centric brands like the National Football League (NFL) and Under Armour sports gear are working to attract female consumers as women engage more with men's and gender neutral activities and products. Topics include the difficulties in adapting a marketing strategy to include and empower women as consumers for a male brand, why sports brands have moved beyond merely offering pink versions of apparel, and Under Armour's social media marketing campaign.

An article focusing on the history of the American Marketing Association (AMA) from the 1930s to the 2000s is presented. The author discusses how marketing has evolved throughout this time, including the introduction of brand management in the 1930s, the use of propaganda throughout World War II, and the introduction of social marketing in the 1970s. Milestones and fun facts about the AMA are also included.

The article examines supplementing business to business marketing by marketing the product sold to businesses directly to consumers, by emphasizing the product's role in brand name products sold directly to consumers. The marketing of Christmas lights stressing their safety after testing by Underwriters Laboratories is cited as an example.

The article focuses on the role of corporate marketing departments in the creation and development of new products. Many companies budget time for their employees to think of new goods and services. Marketing departments, with their large store of data on a company's customers and those consumer's wishes, can keep such idea-generating sessions moving in productive directions. Emerson is cited as a company where marketers have joined engineers in new product development.

The article presents information on the winners of the 1998 Edison Awards. Some of the winners and their products are as follows: Dodge Durango developed by Daimler-Chrysler Corp.; Post Oreo O's Cereal from Kraft Foods Inc.; Windex Outdoor Concentrated Glass Cleaner from SC Johnson Wax; Iridium Satellite Phone from Iridium LLC; WhipperSnapple from Triarc Beverage Group; Huggies Little Swimmers Disposable Swimpants from Kimberly-Clark Corp.; and ThermaSilk by Helene Curtis from Unilever Home and Personal Care U.S.A.

The article offers tips on how brands can manage their crisis. It notes that multiple people in a business believe they should own the brand's reputation. It notes that companies should have other organizations willing to vouch for them when possible. It adds that United Airlines took corrective action after it used police officers to pull a passenger off an airplane.

The article examines the marketing concept of branding and how corporation manage their brand identities. The dilemma faced by the coffee shop chain Starbucks, which markets itself as a luxury good yet has become an ubiquitous consumer good, is explored. Corporations such as Procter & Gamble and BMW, who have maintained their core brand identity despite years of different advertising campaigns, are cited as examples of good brand management.

This article features the operation of Information Resources Inc. (IRI) in 2005. The market research company posted an increase in revenue during the year. The sources of its revenue are stated. The activities of IRI are organized into four: consumer understanding; market performance; retail performance; and new product management. Its products and services include advanced analytic insights and consumer driven merchandising for retailers.

Reprints the article "Think Big Picture," by Don E. Schulz, which appeared in the Fall 2005 issue of "Marketing Research." Issues in branding research; Importance of an internal view to a brand; Questions raised by branding strategies in the U.S. and in Asian markets; Challenges of brand extension and expansion.

Focuses on the trends in the sales and marketing strategies of vintners as of November 2004. Results seen in Australia from an industrywide strategic development plan the wine industry launched in 1996; Information on the branding campaign called Wines of Ontario, facilitated by the Wine Council of Ontario; Marketing strategy employed by Australian wine brand Yellow Tail.

The article presents insights on how marketers deal with online outrage, including the effect of online outrage on brands. Topics include a study of angry posters during outrage situations, criticisms to an advertisement for the supplement brand Protein World, and comments from Kimberly Legocki, one of the study authors.

The article reports that Dunkin' Donuts engaged with fans of the ice at the 2018 Stadium Series as part of its effort to tap its National Hockey League (NHL) and Women's Hockey connections. Topics discussed include description of the typical Dunkin' experience for most customers, a branded experience tent set up by Dunkin' Brands at the NHL's 2018 Stadium Series in March 2018 and the success of Dunkin' Brands measured by the number of samples distributed at the event.

The article discusses how stories can reveal important foundations for a brand, including vision, differentiation and higher purpose. Topics discussed include common marketing objectives that can be realized with signature story research including creating a brand vision, creating a set of guiding principles, developing a turnaround strategy, understanding customers, creating higher-purpose programs and energizing the brand.

The article provides tips on improving concept testing, which is used to evaluate new products and advertising strategies in verbal and visual form. The most significant concept-testing question is overall interest, both as a criterion variable and as a diagnostic aid. A concept statement should present the main benefits in an informative and persuasive way. It suggests a technique to deal with the problem in collecting actionable product-imagery data.

The article offers suggestions for marketers on preventing marketing mistakes. While marketers conduct research prior to product launching, they should leave some leeway for failure. They should consider moving the product from the test markets into the commercial space. Marketers should also consider other components of the sales in the test market.

The article reports on the launch of an aggressive branding campaigns by Cartoon Network to win over the hearts, minds and remote controls of channel-surfing youths in the U.S. The effort includes licensing, cross-marketing deals, a new line of home videos and promotional blitz. The advertisements focus on Carton Network as a brand that can be licensed and merchandised.

The article reports on the marketing strategy of various industries in the U.S. Industries promote their products through product placement in television shows, movies, and CD-ROM games. Rick Keppler, president of Keppler Entertainment, said that product placement is still the best kept secret in the industry in terms of the cost. In addition, Keppler said that product placement builds brand equity.

The article reports on the lack of improvement of new product development according to marketers. Lack of stability among the staff is considered another problem with new product development. Bryan Mattimore, president of Mattimore Group, expects that there will be improvement in marketers' new product efforts in the next few years.

The article presents a discussion on the rise of simulated test marketing (STM) and the decline in traditional test marketing. In certain markets and product groups, real traditional test marketing remains a prerequisite of accuracy, a measurement of product acceptance, and a basis of decision making, many times in partnership with STMs and other forms of electronic test marketing. While the rate of successful new product introductions has not appreciated noticeably in the 20 year history of STMs, practitioners still swear by their accuracy and point out that they have only gotten better and will continue to improve.

An interview with 1972-1973 American Marketing Association president David K. Hardin. He cites some examples of the changes he has seen in marketing research, especially in terms of the techniques used. He also gives an example where marketing research was related to the success of a product. He gives an advice to the younger people who are going to enter marketing, especially in marketing research.

The article reports on the strategies employed by Pfizer Inc. to strengthen the market position of Viagra, its proprietary impotence pill in New York. The new drug has set a new record for any prescription drug launch by generating 182.2 million dollars for its first two months of sales. But less than three months after the well-publicized product launching, Pfizer began spending millions of dollars kicking off the drug's first consumer advertisements in major circulations. Marketers say companies may launch advertisement campaigns for already well-publicized products to put their spin on their product's image, tout accurate information, keep sales steady and ensure that the product remains a well-known brand.

The article offers guidelines on strengthening a personal branding. Topics discussed include the characteristics of a strong brand including clarity, consistency and constancy, the importance of brand communication and inspiring confidence by exhibiting qualities like honesty, fairness, decency, humility and empathy.

The author enumerates the reasons why brands should have a social or environmental purpose as well as a mission of creating and marketing a functional offering and increasing sales and profits. Topics discussed include retailer Walmart's offering-driven purpose, the higher purpose need of employees and customers' need to have a relationship with brands that share the values reflected in an organizational higher purpose.

The article discusses benefits of social media for marketers such as engaging with customers, build brand affinity and sharing videos at low cost. Topics discussed include representing brand of a company by employees, managing of brand on social media by encouraging employees, and sharing history of shipping company Maersk Line.

The article reports that consumer product safety is a top management responsibility. This statement was made by the insurance experts who met in Chicago to discuss ways and means of living with the new Consumer Product Safety Act. This intent of the new law is to protect the public against unreasonable risk of injury associated with consumer products. It covers every article of the Act including imports but no exports, manufactured, distributed, or retailed for sale to consumers. This new law represents the grave concern by the Federal government for the safety of the consumer.

The author presents information on how to maximum website exposure for stronger brand identification. Topics include use of the Internet, product management, and marketing strategy.

The article offers information related to marketing management, highlighting the concept of sales and marketing alignment in relation to delivering stronger business outcomes. It discusses the need for business leaders to establish cross functional governance as well as to apply design thinking methodology. Information related to customer experience is presented.

The article focuses on the low interpersonal trust between customers and brand marketers as a result of the failure of institutional trust systems. Topics discussed include the need to have systems in place that would guarantee trust to restore customers' confidence and the peer-to-peer success stories of websites Airbnb and Lyft with encouraging social trust.

The article reports on the decline in marketers' confidence about digital adoption or integrating digital within marketing functions as of August 2017. Topics include the slight increase in the Marketers' Confidence Index in August 2017, the percentage of marketers that are confident in preserving brand consistency with digital adoption, and the percentage of those that remain optimistic in their companies.

The article discusses what makes a truly digital company and the how a company must change to embrace digital customer experience. It includes digitizing every product and integrating it into the digital ecosystem, embraceing digital operational excellence and going for agility over efficiency to meet the needs of the next digital connection.

The article discusses several implications of building and maintaining strong brand assets which drive business strategy and performance. It includes the changing role of brand management, from tactical and reactive to strategic and visionary, the elevation of marketing role towards creating and managing the business strategy, and shifting the focus to strategic measures of brand equity, such as awareness, associations and customer loyalty.

The article discusses marketers' approaches to market segmentation, focusing on expectations for the success and purpose of market segmentation. Topics addressed include the relationship between the goals of market segmentation strategies and the over-arching goals of a business, the large number of variables involved in market segmentation, and possible overlap of marketing companies' various brands.

The article profiles machine communication products manufacturer Lantronix Inc., focusing on its attempt to improve its image by reinventing its business-to-business marketing strategy. Topics include why Lantronix chief executive officer (CEO) Kurt Busch was interested in expanding his brand's profile, a discussion of the company's advertising campaign, which featured the humorous video "I Can Print" for the xPrintServer device, and the device's success at the U.S. Consumer Electronics Show.

The article presents an interview with Luis Gallardo, Deloitte Touche Tohmatsu Ltd.'s managing director of global brand and marketing. Gallardo talks about his company's strategy for using employees as brand ambassadors. He explains the mantra "Think holistic, act personal" and how Deloitte Touche acts on this marketing philosophy.

An interview with American Marketing Association Chief Executive Officer (CEO) Dennis Dunlap is presented. When asked about the Mplanet™ 2009 conference, Dunlap responds that it will address four main topics, including building brands in a digital world, relating to empowered customers, and planning marketing mix in a fragmented world. He describes the differences that will exist between Mplanet™ 2009 and Mplanet™ 2006. He also discusses the state of marketing in 2008-2009.

The author explains his reasons why he dislikes it when marketeers use borrowed interest to market their product. The author explores the various industries that use borrowed interest most frequently, and he also discusses the images that are used most often within that industry. The author gives the example of how the oil and gas industry are constantly using race cars and motorcycle images to connote speed. It is inferred by the author that borrowed interest practices are uncreative and lazy.

The author describes his view that many companies see the inherent value in their product design and engineering, and may be good in marketing, but fail to relate that to their customers. The author ties the value point example into his experience of convincing people to vote one way or another at his Cape Cod, Massachusetts town meeting. He encourages value marketers to relay all of the details of the product to consumers who may not see the obviousness behind the performance metrics.

The article presents the author's views on branding metrics. It offers information on the failure of branding measures to predict future behaviors of businesses. It discusses the development by Brand Keys Inc. of a questioning and evaluation system. It also presents information on the Brand-to-Media Consonance service developed by Brand Keys.

The article presents the author's views on the existence of commercial conflicts in the U.S. in January 2006. In the media, people are seeing more and more product placements to show an association between a particular actor, show or lifestyle and a product. Furthermore, as an alternative to traditional advertising, marketers are taking their messages directly to consumers on a person-to-person level through various forms of marketing.

Presents suggestions from product marketing guru Robert G. Cooper concerning business marketing innovations. Causes of innovation slowdown; Development of a strategy to guide product development; Change in the metrics used to evaluate new products.

Presents the schedule of events related to marketing in the U.S. as of May 2005. Strategic Marketing Conference; Training series sponsored by the American Marketing Association related to new product development; Marketing and Public Policy Conference.

Interviews Arthur Rubinfield, executive vice president for planning and executing at Starbucks, regarding the brand design of the company. Career background; Information on the report "Built for Growth: Expanding Your Business Around the Corner or Across the Globe"; Relationship with Starbucks' CEO Howard Schultz.

Interviews CoreBrand CEO Jim Gregory, regarding brand valuation, or how to measure the contribution a brand makes to a company's overall performance. Definition of brand equity; Importance of brands in influencing a company's performance; Difference of the CoreBrand brand valuation approach from other brand valuation methods.

Discusses the marketing strategies of Mountain View, California-based VeriSign Inc. Number of Web sites secured by the company; Challenge faced by the company in increasing brand awareness; Comparison of its marketing efforts with that of Motorola Inc.

Provides information on a rebranding program undertaken by new executives of home furnishings retailer Bombay Co. Inc. in 2002. Failure of the decision of Bombay's old management to suspend its mailing catalogs and replace them with a direct mail postcard campaign in late 2001 and early 2002; Details of the consumer research conducted by the company in the summer of 2002; Changes made to the way goods were priced in the store of Bombay; Benefit from the strategy of accessorizing furniture simultaneously.

Discusses the drawbacks of brand-building efforts. Duration of establishing a solid foundation to develop a long-term brand-centric environment; Failure to back internal branding efforts with the resources; Example of an external brand program that failed to take into full account the internal implications.

The article looks at papers on integrated marketing communications and new products featured in the November 2003 issue of 'Journal of Marketing Research.' Marketing managers love the concept of integrated marketing communications (IMC), but in many cases they measure the effects of an IMC campaign incorrectly and invest too much money in the campaign components that will provide the smaller return on that investment. In the article 'Understanding the Impact of Synergy in Multimedia Communications' by Prasad A. Naik and Kalyan Raman, the authors present empirical and theoretical analyses of the effects of synergy in the IMC context. IMC emphasizes the benefits of harnessing synergy across multiple media to build brand equity of products and services. In the article 'Measuring Preferences for Really New Products,' Steve Hoeffler proposes that substantial uncertainty exists when consumers try to predict a product's future utility.