The battleground for a company's growth is found in the space between the signals it has control of and the market's perception of those signals. Many executives misinterpret

Systems and Rules for Brand Asset Management The global marketing operation has collapsed as a result of the inability for external agencies and internal sales teams to locate

To establish how many people are aware of a company's products, companies often measure brand awareness since it is easy to count the number of inexpensive digital impressions.

There is a common day-in-day-out cause of distress for modern business executives: balancing their funds between multiple categories and the need to put their money and resources behind

The way that consumers perceive your brand has changed dramatically in recent years due to the adoption of new technologies. Consumers are no longer limited to searching for

In most cases, the marketing operations department of a company will develop asset delivery pipelines that contain so much material that they cannot handle the weight of all

The majority of B2B marketing teams are completely blind when it comes to assessing synthetic media platforms prior to purchasing. They are not properly vetting these vendors. Instead,

Small businesses suffer from "brand drift." This is the slow erosion of customer trust due to the fragmentation of their brand image. It happens because of inconsistent materials

Marketing and finance have different ways of viewing the world. Brand managers believe they need to create consumer awareness and goodwill.  Meanwhile, corporate finance officers see the need

Many marketing departments use expensive business intelligence software that provides dashboards full of green arrows, suggesting that their marketing is successful. The increase in traffic, click-through rates, and