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 ...

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

"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.

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

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.

"Brands Seek Fans on Facebook"

According to Forrester, marketers are cutting their marketing communications budgets significantly. Are their brands at risk? Yes!   A soft market can be an opportunity. Companies who increase their marketing communications budgets during recession experience a drop in ROI. However, ...

We've all seen numerous definitions of a brand. Essentially a brand where a product or service "fits" in the consumer's mind. That fit is all about a basketful of attributes made up of two key components: performance (what are you ...

There are tons of articles and journal articles that help us define brands. One simple truth is that to succeed in the sea of sameness world of branding, connecting with customers at their emotional level is essential. That is not ...

More and more companies are instituting web grass roots efforts to build their brands.  According to Umar Hague, a London economist and Havas Media Lab director, "By choosing to invest in consumers over advertising, Google is a living example of ...