by Nikhil Gharekhan, Managing Partner, Presciant With the strategic planning season underway, marketing executives around the world are busy building their cases for next year’s marketing budget. Substantial amounts are on the line. On average, companies will spend about 10%…
Brand differentiation matters. It is the single factor that most determines success, not just for products and services, but for institutions and people. Brand differentiation is why no one can touch Coca-Cola (19.2% market share). Brand differentiation is also why…
In the final weeks before the election, Donald Trump and Kamala Harris are trying to hitch onto the McDonald’s brand in their desperate quests to win voters in swing states. McDonald’s is an iconic brand. One of the world’s most…
by Hecson Olguin Approaches to naming EVs have led to messy brand architecture decisions. Why does BMW EV product naming stick to tradition while Tesla goes with chaos? With the EV’s increasing in popularity, especially models from new companies, naming…
by Lisa Merriam Brand and marketing due diligence are vital to establishing the true value of any investment, but it is rarely done well, if at all. If you don’t do adequate brand and marketing due diligence, you put your…
by Nikhil Gharekhan, Managing Partner, Presciant The Starbucks sales slump, along with the firing of its CEO, is the latest example of what can happen if a company strays from what its brand stands for. Starbucks – venti no more…
Bringing brand valuation out of the box and into the daylight will dramatically improve the financial performance of businesses that adopt it, which has the potential to transform marketing. Winner of the distinguished WPP Atticus Grand Prix
Joanna Seddon discusses how brand creates value and offers a new way of looking at the financial valuation of brands. A video in the MASB Finance in Marketing Education project, a collaboration between Fortune 500 CFOs and CMOs, and top…