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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.
November 18, 2008
Q&A with Jonathan Knowles: Vulcans, Earthlings and MarketingROI
Jonathan Knowles, author of Vulcans, Earthlings and Marketing ROI shares his thoughts on the relationship between marketing and finance.
Read MoreMarch 26, 2007
Q&A with Kevin Lane Keller (Tuck): Connecting Brand Value to Shareholder Value
We picked the brain of Kevin Lane Keller — one of today’s top brand management thought leaders — on some of the issues that surround the struggle to link branding investments to financial value creation.
July 6, 2004
Q&A with Arun Sinha (Former CMO - Pitney Bowes)
MarketingNPV Journal talked with Arun Sinha, former president of services and solutions and CMO of the Fortune 500 company, about PBI's marketing scorecard and beginning to measure the financial effect of changing brand perceptions.
Read MoreApril 6, 2004
Q&A with Jeff Manning (California Milk Processor Board)
Got Milk? Got sick of the "Got Milk?" spin-offs? If so, you can thank this man, Jeff Manning, for being instrumental to one of the all-time great advertising campaigns. In this interview he sheds some light on the origins and ongoing success of the campaign.
Read MoreMore MarketingNPV
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