Join the debate over marketing 4P's. Are they an out-of-date construct or a practical executional marketing framework? Joanna Seddon debates Marc Binkley, President of the Calgary Marketing Association, CEO of Quatical, and host of The Sleeping Barber marketing podcast. …
Join us for a discussion on the state of "Brand America" today and what it means for marketers of American products and services. The architects of the report, Joanna Seddon and Craig Charney discuss the key findings and their implications:…
by Nikhil Gharekhan, Managing Partner, Presciant Marketers are constantly reminding anyone who will listen that their brands are important assets for their company. But there are still some who do not actually put a dollar value on their brand. They…
by Sara Colamarino, Partner, Health Health systems are under increasing stress due to various challenges such as political changes, economic uncertainties, and growing gaps between the need for healthcare and available resources. In these realities, marketing budgets are often first…
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…
Performance marketing has been eating away at brand marketing for years. It has tremendous appeal because it is trackable, immediate, and ROI-driven. AI is said to be the last straw for brands. With the powers of AI, anyone can…
by Yitzchak Grant Word on the street is that Pernod Ricard and Brown-Forman are discussing a "merger of equals." On paper, the financial and operational synergies are a spreadsheet dream. You combine Pernod’s massive global distribution footprint with Brown-Forman’s heavyweight…
Brand America used to be THE global brand, admired by all. Products were sought after because they were associated with Brand America—McDonald’s, Coca-Cola, Levi’s, Nike, Starbucks, Disney, American Express, American Airlines. There is a sense that this has changed but…
by Sandeep Vasudevan The erosion of Brand America is no longer a matter of theory or "vibe." As we recently shared in our analysis in partnership with the AMA New York, the financial reality is stark: Presciant’s data shows the…
by Peter Young Zero-Based Budgeting is a weight on the marketer’s shoulders. But it just might be a ticket to the C-Suite Jim Meier, of the Marketing Accountability Standards Board, has written a lot on the Kraft Heinz brand disaster…