Brand Marketing Consulting Articles

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"