When conducting a brand audit, the simplest models often work the best – BCG’s Growth-Share matrix, a SWOT analysis, an organizational chart. These models work because they distill tons of information, identify what’s important and are easy to grasp.
The New Year, 2013, approaches. And as everyone knows, the number 13 holds great symbolism.
Now that the dust has settled some after this year’s U.S. Presidential election, a critical imperative for brand marketers stands out. For all the hoopla of late about data, digital, diversity and nudges, none of these much-ballyhooed marketing innovations matter until old-timey fundamentals have been taken care of first.
Tucked away inside a Wall Street Journal article about creating titles for movies was a wonderful tidbit about research and name testing.
Trust is the most critical component in building and maintaining a strong, emotionally driven and enduring brand. However, in a world of promotion-driven-marketing tactics, many brand owners forget that building trust is the only thing holding the relationship with the customer together.
