[Strategy] In brand marketing, context is more complicated, and brands must relate their offering to the lives of the consumer, they said. In the Marketing 3.x world, "we move from brand managers to brand integrators." ...Read the whole story

[Research] In 2006, manufacturers sought growth within mature categories through brand extensions. All of the products on the Pacesetters list are extensions of well-known brands supported by hefty ad spending. It remains to be seen how many remain in the marketplace. ...Read the whole story

[Travel] A new campaign from the hotel chain aims to appeal to professionals who live less and less of their lives in strictly defined silos. Ads with the tag, "It's so you," tout free Wi-Fi, high-definition TV, specialty coffee and cuisine and the hotel's design. ...Read the whole story

[Retail] In an overall slow market, the brand-building cache of Yankee's branded retail stores, close marketing work with wholesale customers, development of DTC channels as well as innovation and value-added extensions are working. ...Read the whole story

[Automotive] The campaign is the automaker's biggest yet for the NCAA play-offs and championship game. The effort includes digital targeted more by relevancy than by scale, which means it's going straight to college athletic sites to reach the rabid fan. ...Read the whole story

[Out of Home] Garelick Farms, one of the Boston area's largest distributors of dairy products, is the first advertiser, opting for a domination package that will provide it ad space on Clear Channel displays in all transit locales. ...Read the whole story

[Retail] The marketer will introduce a line of cards featuring illustrations of the comedian along with her trademark quirky takes on life. Long a favorite of women, DeGeneres is expected to appeal to the gender, which makes 80% of all greeting card purchases. ...Read the whole story

[Environment] The giant light bulb manufacturer and the world's largest ad agency brand have hopped on board RelightNY, a program founded by a New York City high school student to donate energy-saving compact fluorescent light bulbs to low-income families. ...Read the whole story