Interview(s) relating to Branding

Summary: How do you launch an entire airline on about 1/10th of the budget of most? Very cleverly. JetBlue VP Marketing Amy Curtis-McIntyre's strategy was simple. "If any other airline can do this, then JetBlue can't." Hear her story, including PR stunts, plane painting, and placing ads in publications that major airlines "wouldn't touch." continue...

Summary: When a private equity firm purchased Mauna Loa Nut Holdings in 2001, new SVP Marketing Ramona Cappello knew she and her team had four years at the most to deliver impressive profits before the company was put back on the market.

But when she looked at the overall business, she found... continue...

Summary: Whether you work for a quick service restaurant chain, or you are considering partnering with one, definitely check out our interview with Dunkin' Donuts' Kelly Fattman. She shares tips on packaging, low-cost promotional campaigns, dealing with competition, and what other types of companies her brand would like to partner with. continue...

Summary: Charlie Buchwalter, VP for online ad measurement service AdRelevance, has spent the past year watching B-to-B online advertising statistics very carefully. We called him to get an overview of what's up with B-to-B banners in this year when the media trumpeted, "The Banner is Dead" but business marketers continued... continue...

Summary: B2BWorks' VP Marketing Karen Breen Vogel joined the online ad network ten months ago after serving on the client-side as a business marketer for IBM for 12 years. So she really understands the daily realities of business-to-business marketing online!

Q: Is B-to-B online marketing vastly different from consumer online marketing?

Breen... continue...