Has Musk destroyed the value of the Twitter brand?
The Twitter brand has lost three-quarters of its value in the last 18 months. What went wrong? Twitter had a lot going for it.The company has only two assets and both of them are intangible
Fore! Golf’s PGA Tour is under siege
The quiet, polite world of golf’s PGA Tour has been shocked by the arrival of the brash upstart, LIV Golf.
Using Brand to Reinvent the Traditional Law Firm
The law industry is changing like never before. As new trends in legal services emerge and firms become more client-centric, traditional law firms are poised in a precarious position: Transform or decay.
The Culture of Trust: A framework for building trust among the younger generations
Presciant recently partnered with Vice Media Group to uncover the sources of trust for younger generations in a completely new kind of study. Traditional studies look at what brands create trust, we look at how trust is created.
Marketing and Human Resources: Together, Driving Growth Through Brand Purpose
It is time for the walls of separation between Marketing and HR to fall. Together, these two entities can become joint drivers of growth and brand purpose creation.
Brand Purpose—A New Source of Growth for Health Care Companies
Healthcare companies traditionally go to market through product brands. Is there an opportunity to source additional value growth from the company brand?
How Lack of Diversity holds Marketing back
Marketing is diversifying at the top, as the 2022 Marketing Hall of Fame shows. But too slowly. We call on all marketers to do their utmost to change this.
The Brand in the Boardroom: Making the Case for Investment in Brand
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
Finance in Marketing: A Practitioner’s View of Brand Valuation
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…
Energizing the Brand’s Internal Stakeholders—Making Real Change Irresistible
Successful change will impact culture just as much as culture will either embrace or reject change. To ensure that changes you make in your brand’s purpose, organization, operations, and go-to-market strategy achieve traction and drive value, here are some essentials.