Posts tagged "Branding and Naming"

Skype Makes it Easy for Mom

Skype Makes it Easy for Mom
Staying Connected to Her Child is a High Priority for Mom—and Skype Makes it Simple Skype, the popular telephone and videophone software service, allows users, including moms and their adult children, to inexpensively stay in touch. All Skype calls between devices are free, including computers, smart phones and tablets. There are also paid options that... Read more »

B2B Branding and Marketing Success Story: Ingredion

B2B Branding and Marketing Success Story: Ingredion
Ingredion Signals Its Strategic Commitment with Its Name On February 14th, Ingredion Incorporated CEO and Chairman Ilene Gordon addressed the Executive Club of Chicago and shared the story of how she has driven transformational growth for the company. Ingredion is a leading global ingredient solution provider, with sales of $6.5 billion in 2012. It’s my... Read more »

5 Reasons Why Mascots Are Particularly Relevant for Brands with Dual Mom/Child Targets

5 Reasons Why Mascots Are Particularly Relevant for Brands with Dual Mom/Child Targets
As you may have read in Ad Age, brand mascots are enjoying a new resurgence and offering more competitive advantage with the advent of digital media. I recently had the opportunity to speak with branding expert Colleen Fahey, US Managing Director of Sixieme Son, the audio branding agency, about the topic of mascots.  Colleen has... Read more »
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Kraft’s Breakthrough Innovation with Mio: Marketing to Millennials

Kraft’s Breakthrough Innovation with Mio: Marketing to Millennials
How Kraft’s Mio Brand Built a $200 Million+ Business and Became a Breakthrough Innovation Leader with Marketing to Millennials You probably have known Kraft’s leading beverage and flavor brands such as Jell-O, CapriSun, Tang and Kool-Aid for years.  Since these iconic brands are one of Kraft’s greatest strengths, you might expect that any new flavored... Read more »

Effective B2B Branding and Naming: An Under-Recognized Asset

Effective B2B Branding and Naming: An Under-Recognized Asset
It’s well known that B2C companies expend considerable effort on branding and naming, both for new products and for the company overall.  In my experience, however, B2B companies often consider branding and naming as relatively unimportant and fail to consider the strategic benefits from B2B branding and naming. About two years ago, we had the... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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