Category Archives: Branding Articles

Brand Equity Research – The Name Game

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CMO EXCLUSIVES | February 28, 2013 by Marianne Moore Partner Strategic Services Stein + Partners Brand Activation Here we explore the important (but sometimes overlooked) step of making certain you understand the value of your brand’s current name. Certainly there are many times when a new name is called for, but often we...
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Brands Create Value

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Apple world’s most valuable brand, Ferrari most powerful 19 FEBRUARY 2013 US electronics giant Apple has been crowned the world’s most valuable brand with a brand value of $87.3bn, but Ferrari is the world’s most powerful brand, according to the BrandFinance Global 500. According to the ranking, the value of the...
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Is Your Customer’s Experience Exceptional?

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porsche
CMO EXCLUSIVES | October 23, 2012 Customer experience is becoming a key brand differentiator–a strategy that needs to span the entire enterprise with measures in place to gauge loyalty, advocacy, and marketing ROI. Its importance was underscored late September in Miami at theCustomer Experience Exchange (@cmexchange), where more than 60 chief customer officers...
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Brand Marketers Totally Miss Social Media Influencers

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Brian Proffitt February 5th, 2013 Any illusions that marketers have gotten this whole social media thing down pat will be blown away by the latest findings from Technorati Media’s 2013 Digital Influence Report, which suggests that for everything the media spends across social platforms, the most desired influencers aren’t even...
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The Engagement Marketing Disconnect Between Consumers and Brands Rages On

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Posted November 30, 2012 Keywords: Research, Strategy, Engagement, Marketing, social commerce “After surveying 250 marketing executives and over 2,000 consumers, it’s clear that what marketers consider to be high-value engagement is not always thought of in the same way by consumers.” The above line is from a recent report put out by Forbes Insights and Turn called “The...
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