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»brand strategy

DoubleTree: ‘Smart Marketers Know That Data Is Only As Good As How You Use It’

DoubleTree takes a cookie-first approach to marketing – the kind you can eat. But when it comes to data collection, the Hilton-owned hotel chain, known for handing out warm chocolate chip cookies to guests as they’re checking in, is interested in deeper data than just demographics and browsing history. “It doesn't matter to me whether... Continue reading »
by Allison Schiff // September 22nd, 2017 //
»
Fluent Parts Ways With IDI, Combines With BlueFocus To Become A Branding And Performance Platform

The rollups continue. Fluent, a wholly owned subsidiary of Cogint (formerly IDI), is combining with BlueFocus International, itself the wholly owned subsidiary of a publicly traded Chinese public relations services company, to create a new entity, name TBD. The deal, announced Thursday, is being shepherded by investment bank Petsky Prunier and will blend performance marketing... Continue reading »
by Allison Schiff // September 7th, 2017 //
»
Pearle Vision: ‘Data Doesn’t Make Decisions, People Make Decisions’

Pearle Vision was having an identity crisis. Over the years, the eyewear chain cycled through around a dozen different positionings, from wholesome and family-friendly to early 2000s-era ads featuring a naughty librarian. “What happened was what happens to many brands as the marketplace changes – there is this urge to change with it,” said Pearle Vision... Continue reading »
by Allison Schiff // May 9th, 2017 //
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The NCAA Goes Full-Court Press On Its Social Strategy

The National Collegiate Athletic Association (NCAA) has no trouble getting people interested in March Madness, when the fans are rabid. It’s the rest of the year that poses a challenge. “The hardest thing is that we have a brand everyone wants to be a part of – but only at the end,” said Chris Dion, the... Continue reading »
by Allison Schiff // July 8th, 2016 //
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Altimeter Chief: Brands ‘Aren’t Even Close’ To Mastering Existing Channels

Charlene Li, CEO of Altimeter Group, will appear at AdExchanger's Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences. For digital advertisers, emerging channels present new inroads to consumers, but new challenges accompany those budding opportunities. “Clients have limited time, they have limited budgets... Continue reading »
by Liz Rowley // August 3rd, 2015 //
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