SPONSORED FEATURE Culture tells us about our identity, our relationships and our behaviour. It shapes what we need and want. Yet brands rarely bother to look into this cultural world, as Andy Dexter and Leanne Tomasevic at Truth Consulting explain
CUSTOMER EXPERIENCE The Chartered Institute of Marketing’s latest benchmark study of top brand executives at more than 100 leading international companies explores how to bridge the gap between promise and reality, as head of insights Thomas Brown explains
VALUE Measuring brand equity is essential to improve return on investment, but what should you measure? Communication, marketing and public relations struggle to show meaningful measures: awareness, visibility and likeability simply aren’t strong enough to show business value, writes Kate Hilpern
Thanks for subscribing!