Before we talk about brand architecture, first consider what brand is. Brand is not a name or a logo. Brand is a set of associations in people’s heads. These establish an emotional relationship with a company or product which leads…
by Joanna Seddon, Managing Partner, Presciant and Nikhil Gharekhan, Managing Partner, Presciant How should you use brand valuation? Brand valuation should drive strategy. I hate the term “brand valuation.” Not that there is anything wrong with it—there isn’t—it’s perfectly correct. But…
I just shared the presentation below to the Marketing Accountability Standards Board Summer Summit at Rutgers Business School, as part of my CEO address. It stimulated some great discussion and ideas. Here they are: 1. Experiential marketing can accelerate brand…
AI is the tectonic shift that just rewrote how brands are found, consumed, made, and tracked. Your survival depends on managing your AI brand. This isn't another marketing channel. It's the first time since brands replaced the shopkeeper that the…
Stop optimizing for a funnel that has already moved. The latest consumer and B2B buying data points to a hard, irreversible pivot: the majority of purchase decisions now start inside a GPT or LLM, not on a brand's website, and…
Why you need to conduct a brand valuation There are two main reasons: 1. Brand is a valuable asset Brand is often seen as a cost, an expense, associated with advertising and indulgence. The brand budget is the first to…