Thinking

The key metrics for evaluating brand strength

In the early days of advertising, brand tracking was based on simple metrics, like sales. As a result, marketers largely…

Employee believers are essential to your brand’s success

Some media portrayals of company culture and employee buy-in—particularly in shows like Silicon Valley—have inflated the concepts to absurd levels…

Questions to ask when preparing to launch a brand campaign

In part one of our series on brand campaigns, we dove headfirst into the importance of brand strategy. Here, in…

Improving business performance through Bx, Ex and Cx alignment Q&A

Download the Q&A PDF Aligning brand, employee and customer experience is the key to stronger business performance, relative to companies…

What is a brand awareness campaign? And why is it important to brand building?

As a brand, you want people to know and trust you. When people know and trust you, they support you. …

Forget brand loyalty: The secret to long-term brand success is finding your Believers

Before the Covid-19 pandemic, brand marketers perhaps could argue about the importance of brand loyalty—diehard customers who could always be…