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	<title>Ian Littauer &#187; jerry grossman</title>
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	<description>BtoB Media Publishing &#38; Advertising Sales Professional</description>
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		<title>PMDA Educational Series: How Google &amp; Apple Manage Their Brands</title>
		<link>http://ilittauer.com/2009/10/pmda-educational-series-how-google-apple-manage-their-brands/</link>
		<comments>http://ilittauer.com/2009/10/pmda-educational-series-how-google-apple-manage-their-brands/#comments</comments>
		<pubDate>Thu, 22 Oct 2009 23:06:27 +0000</pubDate>
		<dc:creator>Ian Littauer</dc:creator>
				<category><![CDATA[Events]]></category>
		<category><![CDATA[Observations]]></category>
		<category><![CDATA[andy berndt]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[jerry grossman]]></category>
		<category><![CDATA[pmda]]></category>
		<category><![CDATA[tom carroll]]></category>

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		<description><![CDATA[I attended the PMDA Educational Series “How Google and Apple Mange Their Brands” on Wednesday.  This was the second of the PMDA education events planned for this year.  The panelists were Andy Berndt – Managing Director of Google Creative Lab and Tom Carroll – President and CEO of TBWA Advertising.  Moderating the panel was Jerry Grossman from Photo Industry Reporter and President of PMDA.  The event took place at the Yale Club in New York City.  Google and Apple are probably the two hottest brands in the United States.  It was interesting to hear how the brands are managed.  Much of the event centered on Apple as Mr. Berndt also used to work at Chiai/Day that used to be Apple’s advertising agency before it was acquired by TBWA.  Mr. Berndt described Google as a bunch of “entrepreneurs stuffed into the same building.”  He said that much of his role as doing “a lot of saying no.” to ideas that could damage the brand.  Google is described as an engineering based company. Mr. Carroll said that TBWA is now the 5th largest advertising company in the world while last year it was 18th.  The company has grown by acquiring the best [...]]]></description>
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