Marketing and Research Consulting for a Brave New World
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7 priorities for addressing the slippage between the brand preferred and the brand bought, revealed by adopting a path to purchase framework.

A truly transformational part of digital marketing is that brands can now become Media, attracting their own audiences.Researchers need new metrics to guide brand as media success.

Brand equity and brand health are not the same thing. Marketers need to know if their brand is healthy, that is positioned for growth which increasingly means monitoring digital and social signals.

Let’s play marketing Moneyball. Objective knowledge about media behaviors and effect on shopping should be our top priority.

My coverage of the ARF annual conference: do you have a digital data insights strategy? Are you working as hard to understand the sea changes in media consumption as you are to understand consumption of your brand?

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