The right audience is more important than a big audience

In an article published by Adobe’s CMO, former brand manager of Procter & Gamble’s Tide, Todd Morris said many marketers “think they’re using data, but they’re really at step one of a 10-step process.” He explained that in the early ’90s, P&G held a belief that mass marketing and owning large segments of consumers was […]

Does social cause power your brand?

[As seen in Surfing the Black Wave: Brand Leadership in a Digital Age, available now.] As technology replaces personal service, commoditized industries such as banking are seeking a new differentiator. In one study, we explored value drivers that could have the propensity to create a preference besides rates and fees. In our study of the general […]

Is digital carrying your business?

[As seen in Surfing the Black Wave: Brand Leadership in a Digital Age, available now] This commitment by Amazon is telling. Keep in mind, Amazon has the best analytics on effective advertising in the industry, yet the brand is all but absent from traditional media. When was the last time you saw a TV commercial for […]