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awareness

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Companies know that brand marketing is essential — that’s why they usually allot a significant portion of their budgets to branding activities. Despite this, there’s still skepticism around placing dollars into measuring brand marketing efforts. Why? Because many people don’t think it’s possible to measure how brand marketing drives business value accurately. However, as brand marketing spend continues to rise, marketers realize that relying on “soft” metrics such as impressions and sentiment simply isn’t enough.…

With the seasons changing (maybe you haven’t noticed — climate change, am I right?), comes the start of a brand new school year. For many incoming high school freshmen, the world of that 4-year jungle is filled with possibilities, anxiety, and a little wonder. Looking back, I’m surprised at how instrumental that time of my life was for me, not just as a person but as a marketer. I know what many of you are…