brand

• Past Event Highlights
• Article

A Peek Behind the Curtain at Raising the Volume on Sonic Branding

• By Alexander Cammy, Creative Council Young Pros Officer

On November 7, the ARF Creative Council held an immersive event exploring the powerful role of sound in branding. At this event, the Council unveiled its thoroughly-researched white paper on sonic branding. Members of the Council provided a preview of the white paper. They covered what sonic branding is, how it has evolved, how it works at a neurological level, how leading brands have successfully used sound to build and reinforce brand memories, and how brands can get started on their sonic branding. Practitioners of sonic branding revealed how they go about creating sonic signatures and even played a possible sonic signature of the ARF. The event began with a quiz in which 10 audio clips were played and the audience was asked to identify the brand associated with each sound.

• Article

Media Experiences That Are Meaningful to the Consumer

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  Read more »

• Article

A Brand’s Perspective: Building a Measurement Strategy Around Attention Metrics

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  Read more »

• Article

Attention is the Future of Cross Platform Measurement

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  Read more »

• Article

News You Can Use Reading List

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  Read more »

• Article

What About Brand Safety?

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  Read more »

• Article

The Importance of Audio

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  Read more »

• Article

A Different Perspective on “Diversity”

Philip Kotler (age 90) is known for popularizing the term “Marketing Mix” in his groundbreaking textbook 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discussed how big data, social media and purpose-driven branding are moving the field forward with Kellogg Insight.  Read more »