Measuring awareness, consideration, conversion, and loyalty reveals how brand marketing drives real business outcomes. Brand marketing is often the silent driver behind successful digital campaigns. People are far more likely to read, watch, click, and ultimately buy from a brand they already know and trust. That’s why doing the harder, slower work of building a
Identity is an increasingly central driver of consumer purchases, even as diversity suffers backlash in some parts of the world. Here’s how brands can get it right. Despite pushback against diversity initiatives, particularly in the United States’ corporate and higher education realms, brands tapping into consumers’ desire for more diverse identity representation can reap substantial commercial
Whether you’re launching a disruptive startup or steering an established corporation, attention naturally gravitates towards tangible metrics: product innovation, sales charts and operational streamlining. These are, of course, the engines of commerce. Yet, working quietly beneath them all is a foundational force, an asset so fundamental that its neglect can subtly unravel even the most
GETTY Let’s not sugarcoat it. Most companies? They’re winging it. They’re throwing digital spaghetti at the wall— running ads, posting content and hoping something sticks. But if we’re being honest, something always feels a little off. The message is muddy. The brand vibe is all over the place. They’re spending money, sure, but the results?
