[Reprinted from Journal of Advertising Research, March 2012] What do these great marketing breakthroughs have in common? “Priceless” (MasterCard), The Energizer Bunny, “Got Milk?” (California Milk Processor Board), Absolut ________ - All truly were “breakthrough ideas.” All were “viral” advertising campaigns, even before there was such a term...
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There is something brand marketers can do to compete effectively and achieve consistent gain: engineer persuasion.
Read MoreIn a Web 2.0 world of interest-based communities and peer-to-peer communications, it is vital for companies to understand the nature of the customer universe in which their products & services compete for attention, preference and advocacy...
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Brand resonance is the connection that develops between a brand and its customer and is considered a significant driver of brand equity. Find out how to use it to strengthen the bonds between a brand and consumer to lead to value-creating outcomes…
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Find out how First Tennessee Bank refocused their measurement efforts to grow the bottom-line by investing in proven, profitable, top-line opportunities.
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How do you measure the payback on the next investment you might make to enhance corporate reputation? Here are two examples which show why knowing who you're trying to influence and what you're trying to accomplish can't be overlooked...
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In the latest installment of our Meeting of the Minds webcast series, Gerard Tellis, Marshall School of Business, University of Southern California, shared with us a comprehensive study that finds several new empirical generalizations about advertising elasticity...
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General Mills is one of the largest food companies in the world. Their recognizable brands include: Betty Crocker, Pillsbury, Green Giant, Cheerios and many, many more. Mark Addicks, SVP & CMO of General Mills sits down to share insight into these important brands, their legacy and how he works to keep them relevant in today’s marketplace.
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In the latest installment of our Meeting of the Minds webcast series, Rob Malcolm will share with us the steps he took to build and integrate a brand measurement platform at Diageo, giving insight into what worked and more importantly, what didn’t...
Read MoreIn this latest installment of the Meeting of the Minds webcast series, Rob Malcolm shared with us the steps he took to build and integrate a brand measurement platform at Diageo, giving insight into what worked and more importantly, what didn’t...
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