Brand Management

Put your best foot forward. On every step.

It can take years to build a reputation, but only seconds to destroy one.
Culture. Training. And strong people. That’s what you need.

Media 2020:Refresh – Helping Brands Prepare for the Future

Research Services

MediaSense surveyed more than 250 senior marketers around the world to understand their views on the current media ecosystem. Topics discussed include brand safety, transparency, accountability, agile operations, measurement, media complexity, and more.

Best and Most Valuable Brand Rankings

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Check out these best and most valuable brand rankings from various sources.

The 7 Biggest Price & Promotion Mistakes and How to Avoid Them

Research Services

Nielsen identifies seven mistakes to be aware of when pricing and promoting a brand.

B-to-B Companies are Investing More in Branding

Research Services

B-to-B marketers need to step up the quality and sophistication of their branding efforts. Three basic branding guidelines for producing more effective brand materials are offered.

9 of the Top Activation Strategies Driving Brand Engagement

Research Services

Learn how top brands use the following strategies to enforce their brand activation efforts in this article from the American Marketing Association (AMA).

Global 500 2017

Research Services

Brand Finance determines the world’s most powerful and the most valuable brands in this annual global report. Rankings by industry and country are available.

Importance of a Strong Brand Voice

Research Services

The importance of having a distinct and consistent brand voice is well known, but how do you get one? A clear understanding of target customers and a deep dive into the brand’s DNA are key.

The Challenges of a New Brand Name

Research Services

MSW●ARS outlines five methods a totally new brand can use to improve its communication, increase the chance its brand name registers with consumers, and persuade consumers to try it.

The Company Behind the Brand: In Goodness We Trust

Research Services

Check out this report from Weber Shandwick and KRC Research to learn the six tenets of corporate reputation.

CPG Growth Leaders

Research Services

IRI and BCG publish their annual review of the growth performance of more than 400 CPG companies with annual retail sales of more than $100 million.

World’s Top 100 Marketing Campaigns

Research Services

WARC has released its annual list of the top 100 marketing campaigns around the world by tracking 79 effectiveness and strategy competitions. In addition, rankings are provided for the agencies, advertisers, and brands behind the ads.

Advertising Attention Research: Video Ads and Viewer Attention

Research Services

Learn the differences in attention to TV advertising and YouTube mobile advertising and the impact TV ads and YouTube mobile ads have on brand metrics in this report from Google and Ipsos.

Managing Customer Relationships

4A's Member

We like to hear what our members think about the hottest issues of the day. Navjot Singh, Content and Editorial Manager at The Knowledge Engineers by AVADO, offers key insights into managing customer relationships. In my career, I have had my fair share of experiences using Customer Relationship Management (CRM) tools. I’ve seen the good, […]

Mind the Gap: How Marketers Feel About Sustainability

Research Services

Check out this report from gyro and The Drum to learn about the gap between marketers and leadership in how sustainability is viewed within an organization, as well as solutions to narrow it.

Branded App ROI: Evidence of the Value of Consumer Engagement Via Branded Apps

Research Services

The Spiegel Research Center at Northwestern University examines the value and risks for brands developing mobile apps, as well as how branded apps influence consumer engagement.