Do perceptions drive sales or sales drive perceptions for your brand?

Based on both our experience and marketing theory, brand perceptions can drive brand purchase behavior, and brand purchase can drive brand perceptions. From the earliest ‘purchase funnel’ to the latest ‘online decision journey’, marketers proposed that consumers form a consideration set and gave the included brands preferential attention and buying likelihood. Other factors also influence…

Do you measure what matters?

Measuring what matters is a key challenge for companies – too often I find managers scrambling to explain how their metrics translate into market place victories. These metrics include paid search clicks, social media engagement, website visits and word-of-mouth (WOM). This does NOT mean that we should only chase initiatives with immediate and high ROI…

What makes a marketing prof the toughest job?

Inspired by the wonderful ‘CEO perspective on why CMO is the hardest job to get right’, I have been thinking lately about what makes it is so tough for a marketing professor or professional (hereafter ‘marketing prof’). I see three: TAS: Technologist +Artist + Scientist: Today’s marketing prof has to understand the technology to envision…