Talia Arnold from Managing Director of Exverus Media writes “In times of economic uncertainty, marketing teams meticulously dissect budgets, scrutinize sales, and reconsider growth projections but a ...

Like many brands, Nike—historically known for its emotional storytelling through iconic campaigns like “Just Do It” and ads featuring athletes like Michael Jordan—increased its focus on ...

Iconic brands like Coca-Cola and Hershey's demonstrate the powerful link between brand equity and financial performance. In the first quarter of 2024, Coca-Cola achieved revenue growth despite ...

Building brand equity is one of the most important ongoing challenges that both B2C and B2B businesses face. At its core, brand equity is about effective storytelling, and it gets to the heart of both ...

Brand equity encompasses customers’ positive responses and trust for a product or service. This is built through consumer perceptions, attitudes, and experiences with the brand itself. If done ...

One standout panel, “Brand as Multiplier: Why We Need to Rethink Brand vs. Performance,” brought together industry experts from WARC, BERA.ai, and System1, who stressed the need to reintegrate ...

MANILA, Philippines — Marketing columns usually focus on positioning, differentiation and shareholder value. This Valentine’s Day, I want to talk about brand equity, not in the marketplace, but at ...

A well-established brand brings more revenue, has more competitive advantages, and can weather any storm, making it easier to run your business and experiment with new tactics. Establishing brand ...

When your metrics are under the microscope and pressure is mounting to show immediate results, it's tempting to double-down on what's measurable. Click-throughs. Conversions. Cost per acquisition.