The new MASB brand metric won’t make marketing better. Here is the preferred alternative
Nov
25
One simple marketing metric? MASB and marketers need to keep looking
In: brand equity, branding, consumer segmentation, data driven marketing, digital marketing, market research
7 Comments
Aug
17
How do you build brand meaning in a digital age?
In: branding, digital marketing, facebook, market research, shopper journey, social media, twitter
2 Comments
How marketers should think differently to unlock digital marketing’s enormous ability to build brand meaning.
May
27
The biggest problem with the marketing funnel is that it leads to the media funnel
In: advertising, big data, digital marketing, facebook
2 Comments
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.
Aug
9
An insider look at reinventing brand equity tracking
In: branding, facebook, market research, marketing, media, mobile, shopper insights
Comments Off on An insider look at reinventing brand equity tracking
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.