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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.
April 4, 2011
Meeting of the Minds: How Well Does Advertising Work? (Archived Webcast)
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...
Read MoreMarch 11, 2011
Measured Thoughts: Mark Addicks, Senior Vice President & CMO, General Mills
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.
Read MoreFebruary 4, 2011
Meeting of the Minds: Building a Measurable Platform for Brand Development (archived Webcast)
In 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...
Read MoreAugust 11, 2010
Measured Thoughts: Nina Goodheart, Vice President, Marketing, Medtronic
Medtronic is the global leader in medical technology - alleviating pain, restoring health and extending life for people around the world. Nina Goodheart, VP of Marketing at Medtronic shares with us some of the important measurement metrics they use to gauge success - including one unique to them.
March 17, 2010
Meeting of the Minds: Pros and Cons of Customer Based Measurement (archived webcast)
Don Lehmann discusses one of the main changes in marketing in the last 10 years - the emergence of customer lifetime value (CLV) as a key performance metric...
Read MoreFebruary 17, 2010
Meeting of the Minds: Brand Resonance as a Strategic Management Tool (archived webcast)
Professor Kevin Lane Keller outlined the dimensions of brand resonance and provided guidelines and examples as to how marketers can design marketing programs and activities to best achieve it...
Read MoreMay 27, 2009
Building the Best Business Case for Marketing (video webcast)
If you're looking to build a credible, financially sound business case for your marketing investments, this webcast offers step by step instruction that will not only impress both the CFO and CEO, but will build credibility for you and the overall role of marketing.
Read MoreMarch 1, 2009
Measured Thoughts: Ted Woerhle, Senior VP Marketing & Brand Management, Newell Rubbermaid
Newell Rubbermaid is a $6 billion company with a host of familiar brands, including Rubbermaid, Levolor, Teflon, Papermate – and the ubiquitous Sharpie. Senior Vice President of Marketing and Brand Management Ted Woehrle sat down for this installment of the Measured Thoughts webcast series to discuss the blueprint for turning Newell Rubbermaid into a best-in-class marketing organization.
Read MoreNovember 30, 2008
Measured Thoughts: Jeffrey Hayzlett, Chief Business Development Officer and Vice President, Kodak
As the world's foremost imaging innovator, Kodak helps consumers, businesses, and creative professionals unleash the power of pictures and printing to enrich their lives.
Transforming one of the world's most well-known brands from traditional consumer products to commercial makets, has been the responsibility of Jeffrey Hayzlett, Chief Business Development Officer. The well-known phrase, "a Kodak moment," is giving way to the "New Kodak," or "Kodak 2.0" – a very different company based on new and highly-differentiated technology.
In this installment of the Measured Thoughts series, we speak with Jeffrey Hayzlett about the role of marketing in delivering innovative solutions in a digital era.
Read MoreOctober 12, 2008
Measured Thoughts: William Lauder, CEO, The Estée Lauder Companies
The Estée Lauder Companies Inc. guiding vision is, “Bringing the best to everyone we touch.” “The best,” means the best products, the best people and the best ideas. These three pillars have been the hallmarks of the company since it was founded in 1946. They remain the foundation upon which success is built today. The Estée Lauder Companies markets more than 10,000 quality products under a large portfolio of brands. Innovation is the key to delivering to market more than 300 new offerings each year. About one third of sales come from skin care, makeup, fragrance and hair care products introduced within the previous three years. Dave Reibstein, managing partner of MarketingNPV, Wharton professor, and past executive director of the Marketing Sciences Institute, spoke with William Lauder about the role of marketing in delivering on the company’s guiding vision.
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