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Why Influencing is an Ideal Brand Strategy
Marketers should not unwittingly contribute to brand monotony by blindly following suit.
The #1 Thing Marketing Executives Need to Understand About Quantitative Measurement
In today's business environment of increasing accountability, marketing executives must be equipped to justify their investments.
Why Performance Metrics Are Central to Marketing Accountability
Understanding how to measure and communicate Marketing’s value is critical. Without performance metrics, marketing teams wouldn't have a clear picture of whether their marketing strategy is a success.
The Case for Corporate Brand-Building
Discover the numerous advantages enjoyed by companies that invest in building a strong corporate brand.
Brand-Powered Market Penetration
How a strong master brand can help a lesser-known brand gain market traction.
Purpose Through Corporate Branding
How savvy marketers are embracing consumers' growing demand for transparency.
How to Best Structure a Brand Portfolio
Understand the guiding principles for creating a cohesive, effective, well-defined brand portfolio strategy.
The Relationship of Hierarchy & Equity Within a Brand Portfolio
How establishing a proper brand hierarchy lessens consumer confusion, establishes consistency, and leads to increased brand equity.