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Few marketers would question the value of a strong brand. But assessing the financial contribution of brand has remained elusive. As the idea of brand moves from words and pictures to the totality of a customer’s experience, making brand ROI tangible is critical for CMOs.
With the new year comes a new opportunity to start good habits and end bad ones. As brand consultants, who nerd out over industry trends and study what the best and the brightest do to climb to the top, we’re very opinionated about what companies should stop and start doing to improve their business. So we asked our practitioners what they foresee successful companies will do in 2018.
The thirst for innovation is fueled by a modern market of shiny new startups, disruptive technologies, and a shift in power to the consumer. Innovative companies achieve sustainable growth, renewed competitive advantages and ongoing customer relevance.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Henry Gomez, EVP – Chief Marketing and Communications Officer atHewlett Packard Enterprise.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Leslie Berland, CMO at Twitter.
Our Co-CEO and Chief Creative Officer, Howard Belk, was recently interviewed by Sarder TV. During the interview, he discussed many topics including brand strategy, simplicity, the challenges global companies face and his own career.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Jared Cluff, CMO at Blue Apron.
18 months ago we came together with the aim of tackling the momentous changes facing automotive brands, insurers, legislators and related industries. We firmly believe that the narrative has focused for too long on the technologies that are revolutionising mobility. This report is our attempt to test the theory that we’re emotionally unprepared for automation – and that brands need to work harder to help us understand the benefits. We’re putting people back at that heart of the mobility story.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Ronan Dunne, EVP and Group President at Verizon Wireless.
Behind every brand delivering simpler experiences for customers is a leader who recognizes the inherent value in keeping things simple. Here I interview leaders, often CMOs or CEOs, that we deem simplifiers. In this Simplifiers interview I speak with Clayton Ruebensaal, SVP, Global Brand Management at American Express.
BRAND BUILDING is a blog feature in which our experts present an in-depth POV on topics ranging from branding to design to experience, all through the lens of simplicity. Here naming director Aaron Hall provides a simpler way to develop naming guidelines.
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