Tag Archives: brand metrics

Why Brand Awareness Is A Misleading Metric

This example is political, but it’s not about politics. Many mainstream political experts¬† dismissed Donald Trump early on because he had a 99% awareness rating and a very high unfavorable rating in the polls. For example, back in May of … Continue reading

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Finally A Brand Metric That Might Actually Matter

Brand value metrics abound. Several consulting and branding firms purport to measure brand value. I have written my opinion on those before. Many marketers attempt to persuade their boss that increased brand awareness equals increased revenue. Not true. Meanwhile many, … Continue reading

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