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Article Measurement
The concept of brand equity first emerged in the marketing literature of the late 1980s. The use of a financial term for what was actually a customer-based construct has been a highly effective technique for communicating the idea that brands are long-lived business assets that can have significant financial value.
Article Measurement
I was fortunate to collaborate with the great Tim Ambler on this review of how marketing metrics have evolved – but how their key role is still to ensure that a business has a market orientation.
Article Mergers
Our ambitious project to categorize the ten corporate brand options from which merging companies can select – and the messaging that customers, employees and investors will infer from each.
Article Strategy
A light-handed but serious attempt to educate marketers about how to express the business impact of their work. Sponsored by the Institute of Canadian Agencies and coauthored with the vice chairman of Ogilvy & Mather in Canada, this book allowed me to integrate my thoughts around strategy, finance and marketing.
Article Measurement
My explanation of the multiple definitions of “brand” and the circumstances in which each definition is relevant.
