Almost 20 years ago, I first set foot in developing China, and into the early boom years of that country’s remarkable transformation. As the first Marketing Director for Procter & Gamble China, over the next 3 years I saw the incredible vibrancy, growth and opportunity of a developing market firsthand.
Direct marketers have long known something that brand marketers haven’t: responsiveness counts. And not much else.
Marketing is a complex blend of art and science, and if you talk with anyone in the profession today, they’ll tell you it’s only getting more so. Audience fragmentation, new media form factors, the rise of social media, etc. is making life more complex, not simpler for CMO’s.
I recently came across an interesting Q&A with Professor Byron Sharp (pictured above) from the Ehrenberg-Bass Institute for Marketing Science. Byron was commenting on the validity, or lack thereof, of various brand equity measurement approaches:
Brand Salience — What is It?
