Topic: BEAM
Your Brand Scorecard – Part 1: A two-dimensional concept
Brand managers often use primary research to track and assess brand performance. While this approach is good for understanding the external dimensions of brand performance, it overlooks an equally important...
The building of a Brand Center – Part 3: A new mindset
A brand center is a content-rich, concentrated version of a typical brand website. It puts a brand lens on the user experience for specific tasks and relevant content.
The building of a Brand Center – Part 2: Avoid the IT transformation problem
As the digital evolution of customer experience continues to gain momentum, businesses are struggling to determine who should own the customer experience.
Why brand is your best recession-proof investment
Expectations matter. I once worked in a company where employee tenure was very high. After a few years there, I noticed that most people did not have the resources they...
Calculating the ROI on a Brand Center
Well, it happened. The first time ever. Unbelievable occurrence. I put a question into Google and I did not get an answer. The question was “How to make a case...
Is now the time for a Brand Center?
Global mergers and acquisitions hit new highs in 2021. PWC estimates that the number of deals announced in 2021 exceed 66,000, up an unprecedented 24% from 2020.
Why a Brand Center belongs in your rebranding RFP
Research, brand strategy, architecture, naming, visual identity… As you think about what to include in your RFP (Request for Proposal) for your future rebrand or (increasingly common) brand refresh, these...
Brand alignment: the meaning and measurement behind the buzzword
Recently, we completed a research project with 50 brand leaders and their teams. These brands were selected because they operated, at scale, over $1B in sales, most have global reach,...
Avoiding pitfalls in the customer journey: Allocating brand resources
Often resources are concentrated on the consumer experience (CX). This CX focus undercuts the delivery of a better overall experience. Strictly making decisions through the CX lens overlooks the role...