Tightening the Corporate Belt
Check out these strategies for guiding your business through a recession.
Brand awareness, resonance and relevance
Companies that move beyond brand awareness to brand resonance and relevance are the ones whose products and services provide not only quality but also a constellation of positive experiences. Most people’s purchasing decisions—from dishwashing detergent to luxury sedan—are based not on methodical research and rational choices, but on emotion. If we aspire to be savvy marketers, we must acknowledge, whether we like it or not, that we are in the business of emotional branding.
November 18th, 2008 | NO RESPONSES »
How poor metrics undermine digital marketing
The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it.
The rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the Web’s promise as the most targetable and measurable medium in the history of marketing. Can digital advertising live up to its potential?
November 17th, 2008 | NO RESPONSES »
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