Topics
Brand Measurement
Tracking brand awareness and attributes isn’t enough anymore. You need to know what your brand levers are and how effectively you’re employing them.
Blog Posts
February 1, 2011
Measuring Corporate Reputation Without Putting your Head on the Chopping Block
When it comes to tracking and measuring the value of investments we make in enhancing reputation, it seems surveys of investor and analyst attitudes are all that make it onto our Marketing Dashboard. So how do you measure the payback on your next investment in enhancing reputation?...
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October 5, 2010
Overcoming the Short-Term Bias in Marketing Measurement
Employing a Brand Value Chain to stimulate new thinking in how marketers plan, execute and measure their programs, then communicate their expectations and findings to finance...
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September 21, 2010
5 Things You Can Do TODAY to Improve Your Measurement Foundation
While the economy may be improving, CFOs will be cautious not to spend too far in advance of strong demand. Now more than ever before it’s critically important to improve your ability to measure and improve your marketing ROI, and your credibility in explaining it...
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September 7, 2010
Measurement Problems? Check Your Credibility Chain.
While data and skills are critically important components of measurement success, there is no single obstacle more formidable than lack of credibility...
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August 23, 2010
Achieving Simplicity in Measurement
Exploring complexities in the approaches to measuring the payback on marketing, and managing some resolution strategies for those specific complexities...
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May 24, 2010
Ten Specific Ways Brand Investments Pay Back
How do we measure the impact of our investments in brand development on the bottom line? If you're really looking for an answer, here goes...
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April 27, 2010
Measurement's Exponential Curve
Will the technology of the future change the tools, methods and techniques we use today in market research?
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January 19, 2010
The Cost of NOT Branding
When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
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November 10, 2009
"That is the Big Challenge" says Eric Schmidt
Reflections on a recent conversation with Eric Schmidt, CEO of Google, about the company's online and offline advertising models.
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August 28, 2009
My Brand's Bigger than Your Brand
Some insight behind the methodology for brand valuation and accounting for the variations in rankings and ratings.
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