Category: brand metrics
The CMO’s Guide to Brand Metrics
September 21, 2017
With marketers’ continued investment in digital and social media, CMOs need to pay close attention to brand metrics. This is particularly important when traditional marketing tactics are employed to ensure that your integrated (traditional, digital and social) marketing campaigns break through the clutter. With this blog, we share the most effective brand metrics to optimize your… [read more]
Digital Marketing Trends and the Importance of Brand
July 27, 2017
There are several digital marketing trends underway; some are new and some not so new; the headline is that marketers need to become more effective at content development and stay focused on their brand. Digital metrics can be misleading, look more closely at what digital measures indicate and whether they relate to business performance –… [read more]
Global Branding and Teamwork: Brand as a Bridge
November 15, 2016
As the founder of a Canadian branding company, Brand Matters, I am participating as a branding expert in a global branding project with the International Standards Organization (ISO). This standards project pertains to the challenging process of evaluating an intangible asset such as brand. The work involves bi-annual meetings and on-going committee work. A central… [read more]
The Fundamentals of Brand Management: Marketing Planning
November 9, 2015
I had the privilege of developing and delivering a seminar on the “Fundamentals of Brand Management” for the University of Toronto. It was challenging to condense 25 years of brand management and marketing experience into a two-hour seminar. I decided that focussing on how to develop a brand and marketing plan would be most helpful… [read more]
Brand Metrics Key to Digital Marketing Success
July 28, 2014
As organizations devote more of their budgets to digital and social marketing, marketers find themselves wrestling with the need to demonstrate to senior management and their board that these efforts are resulting in tangible payback. Stakeholders want quantifiable results from their brand building investments and brand metrics are considered key. As digital and social marketing… [read more]