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By now you’ve probably heard of GoPro. The wearable video camera brand has been in the news a lot lately after its hugely successful IPO. As many of the recent articles about the company have pointed out, if GoPro is ultimately a multi-billion dollar company, it’s not simply because its cameras are popular but because …

Iconic direct marketing company Publishers Clearing House has named Jason John as chief marketing officer, a newly-created position in the organization. John has spent the last four years as Gilt’s vice president of online, mobile and social marketing. In his new role at PCH, he will be responsible for the development and execution of overall …

In what can be seen as either a happy accident or a giddily successful film tie-in, Miller Lite has leveraged an Anchorman 2 appearance for vintage white-label can into a successful rebranding at retail. Anchorman 2: The Legend Continues was released to domestic theaters December 13. In January, the new-old look was set to hit …

The AMA recently published an article, The Retweet that Never Sleeps, about Duane Reade’s highly successful content marketing approach that has helped the tiny (in terms of store count) retailer outperform much larger competitors in terms of social media engagement (National Drug chain CVS has just 10% of the Twitter audience of Duane Reade for …

Dodge – a brand that likes to flex its muscle cars – upends that tradition with its summer campaign for the New 2014 Dodge Dart. The result is a testosterone-fueled send-up of male stereotypes that is hilarious and sly, ticking things up a notch in what is still a relatively new format: content marketing series. …

It takes the right “mix” of ingredients to put something on the menu. How these ingredients are put together, however, is what creates something special. It’s this “special sauce” that helps make it stand out from the crowd and keeps people coming back for more, again and again. Let’s just say this specialty is a …

Content marketers who have gotten comfortable with the concept of native advertising may find their world rocked by a new app called AdDetector that flags sponsored content with a flame-red in-your-face banner message. Created while off-the-clock by Google engineer Ian Webster, it’s being offered as a free plug-in for Firefox or Chrome and works with …

There is no shortage of lists outlining how to create great content. But the truth is, great content is both art and science. And while, the checklist approach to quality ensures that content is on “brand” it doesn’t mean it’s high quality. Focus groups and copy testing are designed to help predict performance, but if …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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