Advertising’s role at helping customers to know how to think about your brand.
Mar
18
How do you want your customers to think about your brand?
In: advertising, brand building, brand positioning, brand strategy, brand trackers, branding, CTV, Linear TV, online video, Patrick Hanlon, Primal Branding, Seattles Best, Starbucks
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Feb
14
Relating consumer segmentation and high performing audiences
In: advertising, big data, data driven marketing, digital marketing, programmatic advertising, research transformation
Comments Off on Relating consumer segmentation and high performing audiences
Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.
May
16
Dear research supplier…why can’t you tell me why my brand sales are declining?
In: advertising, brand equity, branding, DMP, facebook, media, shopper journey
1 Comment
Brand trackers misdiagnose brand decline by focusing on brand metrics when it is usually the world moving around us to which the brand is failing to adjust.
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.
Nov
17
Harnessing the new marketing ATOM
In: advertising, big data, content marketing, market research, marketing, media, programmatic advertising
2 Comments
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.