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 […]

Brand Management Maturity Model

What role does brand really play in your organization? Is it at the center of all strategic and tactical decisions – from product development to campaign planning and even company culture? Or, do you find that it’s siloed within the four walls of your marketing and customer insights teams? While some organizations associate “brand” with a logo […]

How to use brand positioning to carve out a competitive edge

Brand positioning 101

What makes your brand unique? Why do you believe it stands out against the tens, hundreds, even thousands of options out there? You may have all the right answers to this question, but if you don’t have a compelling brand positioning that helps connect those dots for consumers, well, your efforts (and investments) may fall […]

Why NPS can’t be your North Star brand metric

Net Promoter Score, also known as NPS: We all know it, we all use it and we all (mostly) love it. I understand why: it’s a reliable and consistent way to gauge current customers’ satisfaction. Most of all, it provides a great benchmark to help your team identify and prioritize improvements to products and services. […]

BERA on Valuation and Predictive Brand Tech @ The Wharton School

The Wharton School’s Professor Cait Lamberton hosts BERA’s Jeffrey Peacock and Kraig Schulz for a session on brand equity prediction and the transformation of equity-linked brand valuation into a managerially-relevant indicator for modern brand management organizations. PHILADELPHIA — Widely recognized for its leading reputation in business and finance education, The Wharton School of the University […]

How to create a reliable brand that consumers depend on to increase demand and revenue.

Reliable brands engender trust, and trust increases marketing receptiveness and loyalty. That loyalty will boost customer advocacy, brand reputation, and in turn, your profits. So by focusing on being reliable, you are really focusing on increasing demand and revenue. Consumers are creatures of habit and live in their comfort zone.  This is part 3 in […]