Television "continues to play a powerful role in creating brand awareness and influencing consumer purchase decisions." That's a key finding from a study conducted by the trade association squarely ...

Brand awareness is a shallow metric. It tells you if people recognize your name, but it doesn’t tell you if they care, feel inspired, and want to take action. That’s a huge problem. Just ask Kmart, ...

Brand awareness comes in two forms: unaided and aided. Unaided awareness is when consumers can remember a brand name without any help; for instance, when asked to name a soft drink, the immediate ...

In an earlier article, I shared personal experiences about launching a parent brand after a merger. To recap, the initial work begins with a strategic review of your brand portfolio and brand ...

As the holiday season approaches, companies need to maximize their brand exposure through efficiency, creativity and personalization with their key clients and target audiences rather than expensive ...

Brand marketing is often the silent driver behind successful digital campaigns. People are far more likely to read, watch, click, and ultimately buy from a brand they already know and trust. That’s ...