Tag: Brand Experience
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Evidence-Based, Customer Journey Management to Build Brands
Evidence-Based, Customer Journey Management to Build Brands The Opportunity for Marketers As customers become exposed to a cascading list of product choices, store choices, and information sources, the opportunity exists to connect all the communications about any specific brand and product into a single consistent, coherent message relevant to the individual customer’s needs. The customer…
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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…