Posts Tagged ‘brand equity’

Fifteen Basics of “Brand Smart” Research

Saturday, June 25th, 2011

This past week the American Marketing Association in Chicago held its 2011 annual BrandSmart conference, bringing together top-level marketers from companies such as Groupon, Motorola, Allscripts, Cars.com, Deloitte, Coldwell Banker, Accenture, Hospira, Walgreens, Blue Cross Blue Shield, Grainger, Morningstar, and many others, all of whom shared the newest strategies and case studies for brand building and successful marketing. (more…)

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Research Should Focus on Your Customers, Not on Your Products

Thursday, February 18th, 2010

An article in the most recent issue of the Harvard Business Review (“Rethinking Marketing”) argues that marketing is shifting from being product-centric to being customer-centric.  The old method was to develop a portfolio of products, build a team around each product, find the customers who need that product and market it to them.  The emerging method is to build teams around customer relationships, continually learn about what those customers need, then design and deliver solutions to them.

Not only will this shift from product marketing to customer marketing enhance the ability of businesses to deliver value to their customers and shareholders, but it will likely help market researchers bring higher levels of value to the work they do for their clients.  Why?  (more…)

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