In just ten years, internet branding and online advertising has surpassed magazine advertising in terms of total dollars invested by brands.

During that time, there have been lots of people talking about how national brands should be using the web. Basically, a lot of opinions.

Ironically, most of these people have never worked for a big marketer, nor have they ever marketed a national brand.

Today, you’ll get an opportunity to hear from someone who has been doing it since the beginning – and his track record suggests that he knows what he is doing!

Seth Greenberg is the Director of Online Advertising and Internet Media for Intuit, marketers of brands like Quicken and Turbo Tax. On a side note, notice his title…more and more companies are dedicating headcount solely to focus on directing the brand’s online marketing and branding investment.

In addition to sharing with us how he sold in Vanilla Ice as the spokesperson for an online tax product, (that in and of itself should tell you that he’s a good marketer), you will get an insider’s look as to what it’s like to be responsible for a major online investment.

Be sure to check out…
Intuit’s The TaxRap featuring Vanilla Ice: http://TheTaxRap.com
AOL homepage take over: http://aol.taxmojo.com
The TurboTron (Click on Full Experience): http://wow.taxmojo.com & http://hoops.taxmojo.com

The Quaker brand is almost 130 years old and was one of the FIRST brands ever advertised. So the question is, how do you keep it relevant for consumers today?

CMO Annie Young-Scrivner and her team answered that question through their newest initiative – Go Humans Go. It is a fascinating case study as to how you can take an existing line of products, that fundamentally perform, and adjust the creative positioning concept so that the message gets through in a relevant way, while increasing household penetration and share of requirements.

Why is this product for me? Do I like this message? During the podcast, Annie also talks about the importance of shifting the media mix and how it has become as relevant as the new positioning. Great episode…lots to learn from a leader on a big brand inside an even bigger brand (Quaker is owned by Pepsico) Enjoy!

When most people think about national brands and advertising, the topic often turns to, ‘what are you spending?’ How much money do you SPEND on marketing? Antony Young, CEO of Optimedia views it a little differently…he views it as INVESTING. And in doing a survey of a dozen or so clients, they prefer INVESTING as well!

In this episode, Antony shares insights from his 20+ years of experience in working with brands like T-Mobile, British Airways and Nestle, his two recent books, Profitable Marketing Communications and Strategies in a Downturn as well as his frequent contributions to publications like Ad Age.

In addition to learning about the paradigm shift that occurs when you think about marketing not as a spend, but an investment, Antony also touches on social media, the rise of online video and the future of brand communication planning.

Richard Branson is a master marketer. One worth studying.

I once ordered a Creme Brulee at a restaurant in Montreal, Toque. Why? Because it was made from vanilla beans from Madagascar. And the menu said so.

Fly Virgin Atlantic, study their website, experience their product…they are all about the vanilla beans from Madagascar. Every brand or business needs a little of this.

But make certain you deliver on those vanilla beans. Once, maybe twice, you get away with it. The third time, well, take a look at today’s episode. You must deliver!