In 2023, CMOs worldwide expect to spend 9.1% of company revenues on marketing compared with 9.5% in 2022, and down from 12.1% in 2016, according to data from Gartner. With decreased budgets, the need ...

Discover what a master brand is, its advantages and disadvantages, and see real-world examples like Virgin and Coca-Cola. Learn how they shape brand strategy.

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 this episode, we dive into the evolving landscape of media strategy, with a special focus on brands with modest- to mid-tier budgets ($5-$50MM). Many of these brands mistakenly believe that their ...

Kathy Floam-Greenspan is the President of Pomerantz Marketing, a full-service B2B agency supporting regional, national and global SMBs. Almost one-third of Americans say they are online “almost ...

Members of Fast Company Executive Board share their expert insights. [Image credit: Photos courtesy of the individual members] The Fast Company Executive Board is a private, fee-based network of ...

SoftwareReviews' latest research explains that while the return on investment (ROI) from brand awareness activities may take longer to realize, the benefits are greater than that achieved through ...

Co-founder and CEO of PissedConsumer, a review platform that helps consumers be heard and brands improve their customer service processes. Have you ever wondered why some brands seem to stick in your ...

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, ...

Hanxi Li, the gifted Creative Director, has proven her prowess in boosting brand awareness with her innovative approach and strategic partnerships, significantly elevating Segway’s presence in the ...

The following was previously published in an earlier edition of Marketing Insider. in 2023, CMOs worldwide expect to spend 9.1% of company revenues on marketing compared with 9.5% in 2022, and down ...