Marketing and Research Consulting for a Brave New World
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The new MASB brand metric won’t make marketing better. Here is the preferred alternative

How marketers should think differently to unlock digital marketing’s enormous ability to build brand meaning.

Because we think awareness comes first, then consideration and purchase, we move from reach to targeted advertising, from attitudes to behavior. We need to flip the media funnel.

Could there be any lower hanging fruit than raising your share of purchases among those who already prefer your brand? Marketers need to turn their brands into media to pluck this low hanging fruit.

Marketers don’t want brand trackers…they want brand success systems that seamlessly integrate insights, metrics, and media actions because today, it all comes at you at once.