The 2009 PR Week / Barkley Cause Survey uncovers that while consumers have decreased spending on charitable giving, 91% expect companies to fill that gap and showcase their commitment to the greater good (up from 86% in 2008). The study also reveals that cause can make strong business sense for brands by increasing trial, loyalty, sales, and even higher prices at the cash register. Download study here.

The notion of brand equity has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the health or value of their brand.

It's not just adults who vote with their wallets in supporting socially responsible brands. Increasingly, young people do too.

Brand interaction with consumers via new media has gone from a nice-to-have to a need-to-have over the years, a development supported by research from Cone.

Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.

At a time when many marquee brands have filed for or are teetering on the edge of bankruptcy, and others face their toughest times in decades, licensing is increasingly being used to generate revenue for brands, stave off insolvency or as a new business model altogether.

The top characteristic US consumers want from brands they like is to improve their knowledge—and the least desirable one is for a brand to “only be visible in store”—according to the “Global Web Index” from Lightspeed Research.

The yearlong shopper experience study currently underway by The Integer Group and M/A/R/C Research revealed those consumers who are buying more private label brands say they won't return to name brands in the foreseeable future.

Carol Kruse develops interactive marketing programs and experiences for Coca-Cola’s global brands around the world. Here, Ms. Kruse discusses Coke’s use of digital media and marketing and the evolution of social media. Available at

A successful differentiation is not imitated by your competitors, even though it brings you unmistakable success with consumers. It seems impossible? Not quite so. I am about to reveal to you the unexpectedly simple and wonderful secret of successful differentiation: you must think beyond the core benefits of your product category. Think: Off-Core Differentiation.

As economic woes continue, advertisers have to decide how to deal with the issue of the recession. Some ignore it and find different ways to encourage people to buy in troubled economic times while others put the economic troubles front and center and mention the recession.

The ROI of Internal Brand Alignment: Learn to profit from the synchronicity of brand harmony and the rhythm within your organization.

Bacardi unveiled a new global multi-media advertising campaign, entitled "Spirit of Bacardi", with the first execution called "Island." The campaign celebrates the optimism, warmth and the pioneering attitude of Bacardi rum.

In June 2009, Omniture commissioned Forrester Consulting to research the current state of online marketing and its measurement. The study evaluated how well marketers were maturing their approach to online marketing.

Contrary to what marketers claim, most Americans do not want online advertisements tailored to their specific interests. That’s a conclusion from a new consumer privacy study by the Berkeley Center for Law & Technology at UC Berkeley School of Law (Berkeley Law), and the Annenberg School for Communication at the University of Pennsylvania.