Now, more than ever, brand marketers are under intense pressure to deliver results for their brands. The intensity in every marketer’s attempts to get it right every time is palpable. The fact is they don’t get it right every time, and they never will. This is tough for CEO’s to accept. To them, this sounds like a lame excuse for not delivering.
The evolution of brand marketing moves in one direction only – toward greater complexity.
Senior executives frequently tell us how disappointed they are with new product launch performance.
Brand equity measurement is a core competency of The Blake Project. Over the years we have measured the equity of numerous brands across dozens of industries through the lens of our proprietary BrandInsistence brand equity measurement system, which measures the primary drivers of customer brand insistence.
