latest in Insider Comments

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  Mike Addison, Section Head, Corporate R&D, P&G—talking on the role of innovation in the world of brands

  Insider Comments  Jul 1, 2010

  "FMCG companies are looking to drive there whole brand presence and innovation is key to this. The more relevant the idea, the more value that comes out of it. For example, we’ve launched a range of bottled sauces to sell with our Iams pet food, its just another way of enhancing the brand and adding

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  Marc S. Pritchard, Global Marketing & Brand Building Officer, P&G—on the role of brands in the post-credit crunch world

  Insider Comments  Jun 30, 2010

  "Consumers have a higher expectation of brands and want to know what they are doing for the world. But it has to be authentic with a genuine desire to do it. Our brands’ individual purposes are brought to life by ideas that touch people’s hearts and get them to participate in a brand community." "If

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  Mark Zuckerberg, CEO, Facebook—on Facebook's nearest future

  Insider Comments  Jun 25, 2010

  "If we succeed [in innovating and remaining relevant] there is a good chance of bringing this to a billion people… it will be interesting to see how it plays out. We are down to just four countries where we aren't the leading social network. We know that a country has tipped when local-to-local connections outnumber

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  Carl-Henric Svanberg, BP Chairman,—comments on the natural disaster in the Gulf

  Insider Comments  Jun 22, 2010

  "I hear comments sometimes that large oil companies are greedy companies or don't care, but that is not the case with BP. We care about the small people." "This has now turned into a reputation matter, a financial squeeze for BP and a political matter and that is why you will now see more of

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  Sheryl Sandberg, Facebook COO—predicts e-mail's death, comments on plans and changing digital/social landscape

  Insider Comments  Jun 18, 2010

  "If you want to know what people like us will do tomorrow, you look at what teenagers are doing today". "E-mail—I can't imagine life without it—is probably going away. But this transition will be good for businesses and brand marketers. Why? Because while it's very difficult to gain access to a consumer's email address, connecting

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  Brett O'Brien, Marketing Director, Mountain Dew, PepsiCo — on DEWmocracy 2, the brand's customization project

  Insider Comments  Jun 17, 2010

  "People feel a great deal of pride for products they help to create. So, people talked a lot about the taste of the products. That was the most pervasive thing we saw... but there was also so much passion for those folks involved in building these [Flavor Nations]. People really got passionate. What happened is

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  Keith Weed, Chief Marketing & Communications Officer, Unilever — characterizing the company's global go-to-market strategy

  Insider Comments  Jun 16, 2010

  “We have two very distinct focuses in our business. One we call brand development and the other we call brand building. Brand development is in charge of the brand positioning, the brand advertising and indeed the innovation packaging [around the world]. There are more similarities between the Axe consumer in Wisconsin, Mumbai, Rio and Shanghai

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  Howard Schulz, Chairman and President and CEO, Starbucks, — on the introduction of free Wi-Fi at the US Starbucks outlets, in his interview at the Wired Business Conference

  Insider Comments  Jun 15, 2010

  “Free Wi-Fi is in my mind just the price of admission — we want to create … new sources of content that you can only get at Starbucks. This is a thing that doesn’t exist in any other consumer marketplace in America. This is specifically about enhancing the experience, enhancing the brand, and giving people