Brand Management

Put your best foot forward. On every step.

It can take years to build a reputation, but only seconds to destroy one.
Culture. Training. And strong people. That’s what you need.

Selling Products by Selling Brand Purpose

Chung-Kue (Jennifer) Hsu reviews the concept and practice of brand purpose and gives examples of brands and campaigns succeeding in purpose-driven marketing.

Earned Brand Trust 2017

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The 2017 edition of the Edelman Earned Brand study shows that it’s the new normal for global consumers to make belief-driven purchase decisions. Learn more about belief-driven consumers and how your brand can better earn their loyalty.

Media 2020:Refresh – Helping Brands Prepare for the Future

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MediaSense surveyed more than 250 senior marketers around the world to understand their views on the current media ecosystem. Topics discussed include brand safety, transparency, accountability, agile operations, measurement, media complexity, and more.

Best and Most Valuable Brand Rankings

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Check out these best and most valuable brand rankings from various sources.

The 7 Biggest Price & Promotion Mistakes and How to Avoid Them

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Nielsen identifies seven mistakes to be aware of when pricing and promoting a brand.

B-to-B Companies are Investing More in Branding

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B-to-B marketers need to step up the quality and sophistication of their branding efforts. Three basic branding guidelines for producing more effective brand materials are offered.

9 of the Top Activation Strategies Driving Brand Engagement

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Learn how top brands use the following strategies to enforce their brand activation efforts in this article from the American Marketing Association (AMA).

Global 500 2017

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Brand Finance determines the world’s most powerful and the most valuable brands in this annual global report. Rankings by industry and country are available.

The State of Social Media in South Africa

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This IAB report explores social media brand activity in South Africa. Find out which sites brands are most likely to use, statistics on the volume of posts, engagement metrics, and trends in the use of photos. Case studies of three of the leading posts are included.

Importance of a Strong Brand Voice

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The importance of having a distinct and consistent brand voice is well known, but how do you get one? A clear understanding of target customers and a deep dive into the brand’s DNA are key.

The Challenges of a New Brand Name

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MSW●ARS outlines five methods a totally new brand can use to improve its communication, increase the chance its brand name registers with consumers, and persuade consumers to try it.

The Company Behind the Brand: In Goodness We Trust

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Check out this report from Weber Shandwick and KRC Research to learn the six tenets of corporate reputation.

CPG Growth Leaders

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IRI and BCG publish their annual review of the growth performance of more than 400 CPG companies with annual retail sales of more than $100 million.

World’s Top 100 Marketing Campaigns

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WARC has released its annual list of the top 100 marketing campaigns around the world by tracking 79 effectiveness and strategy competitions. In addition, rankings are provided for the agencies, advertisers, and brands behind the ads.

Advertising Attention Research: Video Ads and Viewer Attention

Research Services

Learn the differences in attention to TV advertising and YouTube mobile advertising and the impact TV ads and YouTube mobile ads have on brand metrics in this report from Google and Ipsos.