Brand Marketing Consulting Articles

Much has been written about brand love. On a scale of one to ten, with ten being the ultimate, most brands fall in the middle to the lower end of the scale. Here's an article from the AMA Journal about ...

McKinsey's recent email letter discusses how major corporations are using war games to develop strategies that fool the competition, including ways to innovate. Although the article does not site specific companies, it does site industry categories such as a global ...

"Visa, MasterCard and other big payment networks need not be victims in the shift towards digital cash if they play their cards right."

According to McKinsey Quarterly's latest e-letter, social media is providing fresh strategic insight because they are offering decision-makers valuable real-time data.

"If marketing had a five year plan, here's what it would be and what you can do to prepare," by Matthew Creamer.

"In a world of global hyper-consumption and creative destruction, there are now more consumer trends than you can swing a stick at. Here's just a small selection of 'mini' consumer and business trends that are currently on our radar. And ...

"Crowdsourcing your strategy may sound crazy. But a few pioneering companies are starting to do just that, boosting organizational alignment in the process. Should you join them?" MAY 2012 • Arne Gast and Michele Zanini Source: Organization Practice, Strategy Practice

"As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways." APRIL 2012 • Roxane Divol, ...

Understanding marketing is critical to how and where you invest your marketing funds.

Millward Brown Digital has been a forerunner in exploring ways to measure the branding impact of online campaigns. "Now, with data available in real-time, we can additionally learn what’s working in a specific campaign, and make changes while it’s still ...

The Wall Street Pit reports" Walter Isaacson follows up his biography of Steve Jobs with an “insanely great” piece in the April HBR. He drills down on the factors that helped to catapult the legendary entrepreneur into an elite league ...

"A mounting body of evidence finds that the spread of mobile technology is adding to news consumption, strengthening the appeal of traditional news brands and even boosting reading of long-form journalism. But the

A recent Marketing Science Institute study suggests that "firms should be cautious in the pursuit of risk-laden branded house strategies, and offer evidence that the financial markets do appropriately value a house of

More and more marketers are searching out unknown talent for their marketing communications efforts. Even the talent themselves, rather than competing for a top record spot, are turning to TV commercials. Marketers have always wanted to associate with talent, American ...

The two most valuable brands according to Interbrand's 2012 survey are Walmart and Target, while Apple as a retailer, is not considered, at least among the top 50. Read more at: http://www.interbrand.com/en/BestRetailBrands/2012-Best-Retail-Brands.aspx

Lady Gaga and Madonna do it. We all should The latest issue of HBR contains a great article entitled: REINVENTING YOUR PERSONAL BRAND, with six excellent tips. One is "Leverage your points of difference." It's all pretty OBVIOUS ADAMS stuff, ...

Millward Brown's latest newsletter includes an informative article on brand architecture. Six critical brand characteristics are described to help you determine whether your brand architecture is optimized. For example, is your brand positioned to differentiate? See: http://www.millwardbrown.com/Libraries/MB_Articles_Downloads/Nick_Cooper_AdMap_BrandArchitecture-Feb-2011.sflb.ashx.

Some of our country's largest marketing and media trade associations joined forces to enhance industry self-regulation to foster transparency, knowledge and provide consumer with choices regarding their online viewing of targeted advertising. See entire press release

"Brands Seek Fans on Facebook"

We have generally assumed that the process consumers go through for making a purchasing decision is based on various touch points: awareness of a product or service, becoming interested in that product or service, forming positive attitudes and then making ...