Brand

Global Brand Management

Is “Asset Management” Mismanaging Your Marketing?

Asset management tools have constrained marketers’ thinking, creativity, and ability to orchestrate customer experiences.  

Global Brand Management

How to Master Global-to-Local Marketing

“I want to have one billion individual relationships,” says Chief Marketing Officer Keith Weed, describing the mandate he set for his global team at Unilever.

Brand

Thoughts on a More Global, Socially Conscious Super Bowl

Like most Americans, I spent Sunday night watching the Super Bowl. And, like many Americans, I found the ads as interesting as the game (in fact, for about three quarters, the ads were far more interesting).

Brand

A Four-Part Framework for Campaign Sharing Across Your Organization

If you work in a global digital role, you’re responsible for efficiently and effectively distributing a broad spectrum of communications and assets to other parts of the company.

Brand

How 3 Brands Used Black Friday to Drive Long-Term Growth

Black Friday is undoubtedly a tradition in transition. Technology has altered consumers’ shopping habits and expectations, and fundamentally changed the consumer-brand relationship: with consumers spending more time online, brands know where and when to find them far better than they did ten years ago.

Brand

Announcing New Features That Give Marketers Greater Visibility and Coordination

Today the Percolate team is proud to announce several new product features that represent incredible progress on our mission to build The System of Record for Marketing®.

Brand

The Books Every Marketer Needs to Read Right Now

Design critic Michael Bierut wasn’t wrong when he said that “the more things you’re interested in, the better your work will be.”  We’re believers in asking questions that don’t always fall into the scope of our jobs as marketers.

Global Brand Management

Stock and Flow, Revisited

When we first started Percolate, we spent a lot of time talking about stock and flow and how it could be applied to marketing.

Brand

From Beans to Brand Management: 4 Lessons from a Coffee Entrepreneur

Don’t be fooled by Jack Mazzola’s suede boots and faded jeans – he could’ve been on a Rolling Stone cover in a past life, but his passions lie elsewhere.

Brand

The Brand Management MegaPost

A brand is a complex concept.
“Brand” doesn’t refer to just a logo, product line, or a series of advertisements.