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 […]

5 ways marketing leaders are connecting brand equity to value

What do Ben & Jerry’s, Apple and Adidas YEEZY have in common? If you’re struggling to connect the dots, I have two words for you: brand equity. David Aaker, the “Father of Modern Branding,” defines brand equity¹ as: “A way to describe the value of having a recognized brand, based on the idea that firmly established and […]

Brand Innovators X Moët Hennessy X BERA at Formula 1 in Miami

After months of uncertainty – will events return, won’t they – BERAns Henry Tam Jr., SVP, Global Sales and Partnerships, Paul Simmons, Sales Director, and I embarked on our biggest in-person event of 2022, the Brand Innovators Marketing Innovation, during Formula 1. To say there was excitement in the air would be an understatement.  This 3-day marketing […]

How to create an up-to-date brand that continuously gets consumer attention.

Humans are curious beings, and everyone is attracted to the latest and greatest; an up-to-date brand delivers a product and experience that makes buyers feel they are getting their money’s worth and showcases excitement and innovation in their brand presence. Up-to-date brands are leaders in their category. They show up culturally and contextually–they understand what’s […]

How layoffs are impacting Brand Love for Netflix

Netflix – whose name is almost at a verb status – was the fastest growing American brand of 2019¹, but today, the brand faces ongoing criticism from consumers voicing their concerns on social media over how the platform is failing to meet their expectations; from failing to renew popular series to reversing their position on shared passwords, […]

How CMOs and leading marketers maximize their Return on Brand Investment (ROBI)

A version of this article first appeared in the Forbes Communications Council, by Scott Turner, Forbes Communications Council Member and Chief Marketing Officer at BERA. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, and creative and advertising agencies. Modern CMOs and marketing leaders who aspire to move up […]