Brand And Deliver!

Topics:
Brand Management,
Positioning and Segmentation
Tags:
Accountability,
Brand,
Branding,
Finance,
Financial Accounting,
Jack Sims,
Marketers,
Marketing
Source:
Jack Sims

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Overview: Branding has a dirty little secret. It doesn't know how to count. Awareness, visibility, impact and image are the common branding goals. These cannot be measured well, and no two measurements of the same goal will generate the same number. Without accurate measurement, there is no accountability. Without accountability, profitability is not assured. Without accountability, brand sustainability is threatened. Marketers are painfully aware of this fact, especially when they are asked to justify budgets. As a result, they grasp at anything that can communicate solid 'Measurement'.

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Format: HTML | Date: Jan 2004 | Pages: 2

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