Cash Flow: Marketing’s Top Performance Measure
Research by many organizations has established that intangible assets now account for more than 80% of the value of major corporations. Among the largest and most important of these assets are brands.
NEW THINKING
Research by many organizations has established that intangible assets now account for more than 80% of the value of major corporations. Among the largest and most important of these assets are brands.
We live in an exciting time where the scope of innovation and technological advances are so common, they’re not just anticipated, they’re expected. The rapid-fire pace at which we’re advancing products and services to make them smarter, more adaptable, and more automated is nothing short of amazing. What impact does this have on the brand promises that are being made?
Brand building is the aim of marketing. A big component of marketing is communications, the purpose of which is to attract customers to our brand and to persuade them to support it.
As we enter the final year of the decade we want you to understand what is at stake for brands. Not by making predictions, but by analyzing the recent history and evolution of brands, and realizing that cyclical human behavior is at the center of what is next.
The goal of every brand should be to create as many loyal customers as possible. But for a few brands, loyalty can go a step further into all out fandom.