Category: Brand Experience
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Do Your Events Energize Your Brand?
While some events may serve as alternative distribution channels for product, the point to most events as part of a marketing program is typically to inject energy into a brand’s current marketing program. Very simply, the event must intensify: Relevance is THE word that seems to appear in all marketing discussions. The reason is simple. …
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What is the Return on Your Tracking Investment?
Because the dynamics of the marketplace are always changing, tracking is the best way to provide the necessary intelligence on current marketing position. Tracking enables marketers to structure future actions so that each brand’s potential is reached. No matter how predictive the pre-testing or how sophisticated the market mix modeling, a number of different short-term,…
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The Power of “Blink” in Branding
The classic scientific approach indicates that one should always develop a hypothesis, then, determine how to measure and prove it. As I look across all the opinions that have been widely discussed since Malcolm Gladwell’s book “Blink” was first published, it is clear that marketing practitioners buy in to the hypothesis that brand choices are…