There is a power to pictures – and that is the reason that perceptual brand mapping can be such an effective tool for marketers. Perceptual brand mapping is the visual plotting of specific brands against X and Y axes, each representing brand attributes that are known to be drivers of brand selection. Done well, a […]
Category: Best Practices
Selling your (brand) soul
Recently, the messaging app LINE caught my eye – primarily based on the fact that it was featured as the number 14 company in Fast Company’s “World’s 50 Most Innovative Companies” issue. On the surface, it seems to offer the same messaging benefit as many other apps, but with a differentiating functionality in the form […]
Budweiser: This Bud’s for Who?
One of my favorite commercials from this year’s Super Bowl was Budweiser’s “Brewed the Hard Way.” This was not Budweiser’s feel-good ad with the lost puppy and protective Clydesdales. This was Budweiser’s unapologetically proud “macro beer” ad, complete with a thunderous soundtrack, craft beer stereotypes, and all-caps declarations like, “Brewed for drinking not dissecting.” I […]
The Guiding Principles of Effective Strategic Planning
Strategic planning is a business activity that has major implications for an organization’s growth, given that it is the bridge between an organization’s high-level business strategy (e.g. vision, mission, over-arching strategy) and its annual financial planning activities. Without it, an organization is at risk of under-delivering on its vision and growth potential, as well as […]
Designing Effective KPIs
Key Performance Indicators (KPIs) are a critically important business tool. Not only are they an integral part of operationalizing a business’ strategy, but they also enable sound decision-making by Senior Leadership. Unfortunately, KPIs are often designed poorly, making them misused and misunderstood. We encourage you to minimize the negative impact of ineffective KPIs, and instead […]
How to Know Whether Your Brand Needs Help
Brands are just like any asset deployed over an extended period of time. Every so often, they need to be tuned up to ensure continued optimal productivity. Yet, with the exception of traumatic events – like a steep drop in sales or discontinuation by a major retailer – brands typically don’t cry out for attention. […]
Ten Ways to Get Optimal Performance from Your Advertising Agency
For most marketing executives, the advertising agency relationship is focused on just one thing: producing advertising that will drive business growth. While this is, indeed, the ultimate deliverable, there is a lot more to agency performance than delivering breakthrough creative and integrated media plans. First and foremost, agencies are service firms. They need to provide […]
