Media Companies are Not Brands (but they should be)
IMC full-time student Cathy Chen shares a sample piece of work she did from the spring Media Economics and Technology course taught by Judy Franks […]
BRAND STRATEGY
Sprite Cherry: A Customer-Centric Product Innovation
By Tara Nooteboom “We’re listening carefully and working to ensure that consumers are firmly at the center of our business so we can continue […]
The Power of Color in Marketing
By Aijing Chen Last month, Airbnb unveiled its “Outside, In” house in London, offering an overnight breakaway from the concrete jungle into an intimate connection with […]
Why Brands Are Turning to Live Streaming to Reach Consumers
By Katie More As video content continues to be the central focus for social media platforms, it is no surprise that an increasing number […]
Should Brands Get Political?
by Daria Gorodnia The following post was inspired by a professor-student discussion in the Brand Communications Decisions graduate class in the Integrated Marketing Communications program […]
Why the Voice of the Customer Matters
A perspective combining lessons from fundamental IMC principles and the IMC’s course on Managing Integration It’s Sunday night and I’m starving. My weekly grocery delivery […]
Alphabet Soup: Why Al Ries Missed the Mark with His Four M’s
KPI, ROI, ELM, CTR, LTV, SEO … Marketing students must navigate a world of acronyms and frameworks. However, three stand out as particularly overlapping and […]
How to Master the Art of Influencer Marketing
Digital Marketers love influencer marketing and rightfully so. Given the threat of ad blocking technology and regulations, money and talent spent on influencer marketing helps […]
Reflecting on Brand Communication Decisions
One of the best classes I took this past quarter was Brand Communication Decisions taught by Professor John Greening. The initiative for this class was […]
Branding “Design Education” the IMC Way
In my tenure as a creative consultant, I have had the opportunity to work on many brands. But the greatest brand building opportunity of my […]