More Popular Articles On BrandQuarterly.com Six Imperatives Of Creating A Social Brand Stephenie Rodriguez In today’s connected consumer marketplace, a brand is a fluid idea that is shaped by those who wear it, work for it, buy it, make it, and love it. If you are attempting to create a new brand in this current social environment, here are six imperatives you need to be aware of...
Flat World Navigators: Winning The Global DACE Race Kim Chandler McDonald What happens when all the data is delivered, we’re all tooled up with the same technology, and the fight for the attention and retention of end-users is ever more intense? Who are the differentiators when customers are increasingly immune to the jarring jargon of brand ‘push’ strategies or buying ad blocking brand barriers?...
Can Marketing Be A Noble Profession? Drew Neisser Ask most CEOs and they will tell you the role of marketing is to sell stuff — lots and lots of stuff — as efficiently as possible. Using this simple framework, marketers often seek the shortest distance between action and reaction, focusing on the cost of acquiring any customer regardless of other factors like lifetime value or brand health...
The Brand And Culture Continuum Tony Wessling Visualize an infinity symbol. One side is your brand; the other is your corporate culture. Now draw that symbol in the air with your finger. When all is right with a company’s world, brand and culture are a perfectly symmetrical continuum , with one driving the other in a self-perpetuating loop...
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