Three Tests to Optimize Your Brand and Performance Marketing Mix

The tension between brand and performance marketing has become one of the major corporate issues of our times. That’s why we co-authored a feature article for the Harvard Business Review on how to address it. The bottom line in that article is that brand and performance marketing could work better together by making the former […]

Brand valuation: how to do it and why

Getting brand valuation right.

Millions are spent every year on brand valuation rankings. They are a nice reminder that brands are a valuable corporate asset. But they produce wildly different results, even for the same brand. For example, take a look at four of the most popular annual rankings: Four brands make every list: Apple, Google, Microsoft, and Amazon. […]

Getting brand strategy metrics right

Getting brand strategy metrics right.

Most CMOs and their CEOs would agree that brand equity is a valuable corporate asset because it contributes to revenue growth, margin, and stability that would otherwise not materialize. If so, growing brand equity with a high ROI should be the governing objective of brand strategy. This requires a brand measurement system that gets brand […]

Getting brand ROI metrics right

Getting brand ROI metrics right.

Most business leaders agree that brand equity is a thing, having a lot of it is an even better thing, and it makes sense to invest in it. If they forget, numerous rankings of “the world’s most valuable brands” come around every year to remind them. But brand owners struggle to quantify the true return […]

Getting brand equity metrics right

Getting brand equity right.

In 1991, almost 60 years after P&G introduced the practice of “brand management,” David Aaker published Managing Brand Equity. He defined brand equity as “the commercial value derived from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.” Marketers loved this because it made […]

Getting brand measurement right

Getting brand measurement right.

In 1931, P&G executive Neil McElroy wrote an internal memorandum that launched “brand management” as a corporate practice. Because “you manage what you measure,” the practice of brand management inevitably led to brand measurement. This is commonly known as brand tracking. Today, almost a century after McElroy’s memo, hundreds of millions of dollars are spent […]

Brand purpose: everything you need to know

Brand purpose 101

Brand purpose is your authentic “reason for being” that applies to both your consumers and your employees. It answers the questions “why does your brand exist?” and “what purpose does it serve to the world?” Simply put, it’s your brand’s why: Why the world needs your brand. Would the world be a lesser one without […]

Challenging assumptions around brand gender preference

Challenging assumptions around gender brand preference.

Knowing your target audience is the cornerstone of good marketing. But what if your business focuses too much on its core audience and, therefore, holds itself back from new growth opportunities? Brand perception and loyalty constantly change, largely due to consumers’ shifting lifestyles and product consumption behaviors. We want to buy from brands that we […]

Brand tracking 101: How to monitor and optimize brand performance

Learn everything you need to know about brand tracking.

Brand tracking is what connects your brand, your customers, and your competitors. Your company may have a firm brand purpose with well-established values, but its perception in the market is constantly evolving with every campaign, product, or news bite released into the market. Not to mention, consumer behaviors and expectations are fluid and the loyalty […]

How to create an inclusive brand that advocates and empowers the consumer.

One for all and all for one; inclusive brands are the rallying cry for a welcoming world where any and everyone feels included and valued. Inclusive brands celebrate what makes us unique and special and gladly accommodate consumers with a myriad of options not commonly found in the marketplace. This is part 2 in the BERA […]