Global Business Analytics DirectorSee profile
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.
Emotional connection—how an individual feels when he or she comes in contact with a brand—plays a significant role in the purchase of many consumer products, but what about B2B brands?
This is a tale of two trends: nerd and hipster. Both have dominated culture in recent years and audiences have drawn up their own set of stark contrasts between the two.
Whenever companies consider how they’d like to be seen by target audiences, “innovative” is almost always near the top of the list. But despite the fact that innovative has become one of the most popular branding buzzwords, there’s reason to question whether an innovative brand positioning has been given more credit than it deserves.
Have you ever noticed how many companies lead the description of their product by pointing out how many years they have been in business? To their credit, a company that has survived the ups and downs of economic changes, technology paradigm shifts, and world wars for 50, 75 or 100 or more years should be proud and deserves a lot of credit.
Rolf Wulfsberg, Global Head of Research and researcher extraordinaire, gives some helpful tips on how to spot bad research.
Rolf Wulfsberg, Global Director of Qualitative Research, breaks down the four things B2B brands can learn from non-profits about branding.