AMA Boston chapter member Ben Cohen, Vice President at Denneen & Company, recently sat down with David Oksman, Reebok’s Head of Global Strategic Communications and U.S. Activation. The conversation covered a broad range of strategic… Q&A with David Oksman, Reebok Brand Builder and Marketing Executive
Segmentation is one of the most important tools in a marketer’s toolkit, enabling marketers and their organizations to identify and target the most relevant and valuable parts of the market. A well-designed segmentation can become… How to Develop a More Effective B2B Customer Segmentation
For brands that seek growth, the topic of growth through diversification will eventually arise. Imagine an apparel brand that sees opportunity in a new category. Or a restaurant chain that is eyeing a new geography.… How to Grow Your Brand Through Diversification
As strategic marketers, we recognize the integral ways that the marketing function drives business growth – from identifying the right target audience to developing a differentiated offer to communicating that offer in a compelling way.… How to Assess and Improve Marketing Effectiveness
In a previous AMA article, I explored how best-in-class retail brands like Starbucks and McDonald’s execute marketing initiatives so effectively across their vast retail networks. From that analysis, four “keys to success” surfaced for companies… “Glocal” Expansion: How Best-in-Class Retail Brands Succeed Abroad
As marketers who are passionate about building brands and businesses, we know the critical importance of having a compelling and differentiated offering in the marketplace. (As one example, think of the Starbucks offering that many… How Best-in-Class Retail Brands Execute Marketing Programs
For more than a year, excitement had been building around Keurig Green Mountain’s upcoming cold beverage platform, Keurig Kold, which was scheduled to launch in Q4 2015. The new appliance promised “fresh-made” servings of favorite… 4 Lessons from Keurig’s Launch of Keurig Kold
The “Connected Car” is a widely discussed and buzzworthy topic – however, it also happens to be a widely misunderstood and unclearly defined topic. Ask one person, and his definition of “Connected Car” might reference… Why “Connected Cars” Matter to Marketers
We now live in an era of Big Data, and like most marketers, I welcome more data and information regarding the market, customers, and consumers. But those data on their own are not enough to… Three Tips for Driving Better Insights
There is a power to pictures – and that is the reason that perceptual brand mapping can be such an effective and efficient tool for marketers. Perceptual brand mapping is the visual plotting of specific… Brand Mapping: An Effective and Efficient Tool for Marketers