As the one-time Chief Marketing Officer of a large global wealth management business with severe reputational issues during the 2007 financial crisis, I struggled mightily with how to engage with and use social media to help my brand.
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It is axiomatic in advertising that if your ad isn’t noticed or remembered, you’re wasting your money. Simply put, consumers can’t buy your brand if they don’t notice or remember your ad. Thus, “breakthrough,” or how well consumers remember your ad, is THE foundational metric for in-market advertising effectiveness.
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Show me the Money! This memorable line from the 1996 movie Jerry Maguire might just as well be coming from today’s CEO’s and CFO’s: a growing and vocal demand for accountability from the Marketing function.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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