The Multiplier Playbook: Your Guide to Better Marketing
The Multiplier Playbook
The FIFA World Cup Audience Defined
BERA.ai’s data on FIFA World Cup brand positioning gives marketing and communications teams a clearer picture of where the strongest audience alignment exists and where opportunities still remain. How Audiences Perceive the FIFA World Cup At a broad level, the World Cup scores strongly on attributes tied to Universal Connection and Sophistication, indicating that audiences […]
Bold, Beautiful, and Divisive: What the Data Says So Far About Jaguar’s Rebrand
In November 2024, Jaguar embarked on a bold journey to redefine its identity and reshape its future. The luxury automaker unveiled a striking rebrand, signaling a commitment to sustainability and innovation with all-electric, ultra-luxury automobiles priced at $100k+ to shed outdated perceptions and attract wealthy young buyers. This move, aimed at repositioning Jaguar for a […]
Lead with Meaning: How Brand Becomes the C-Suite’s Job
In the final episode of the Brand Builder’s Playbook, David Aaker and Dr. Marcus Collins explore why leadership, not advertising, is the real test of brand strength. Both see the same problem playing out across industries. Marketers talk about purpose and innovation, but too many still chase short-term wins that drain long-term value. Their call […]
The Brand Builder’s Playbook Ep. 8: Activating the Playbook
Brand Times Performance: Why the Best Marketers Stop Choosing Sides
Andrea Brimmer, CMO of Ally, joined The Brand Builder’s Playbook to tackle one of marketing’s longest-running false choices: brand versus performance. Her message was simple and sharp in that it should instead be brand times performance. The multiplier comes when demand generation and demand capture work as one system, owned by everyone from the CMO […]
The Brand Builder’s Playbook Ep 5: Brand vs Performance Marketing
Brand equity is critical to growth
How a brand crisis plays out in Red states vs. Blue states
