Marketing and Research Consulting for a Brave New World
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Advertising’s role at helping customers to know how to think about your brand.

Drop the implicit assumption that consumer segmentation and audiences are the same thing. Creating high performance audiences is really the end goal.

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.

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

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.

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