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Articles We Think You Will Find Interesting

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Better branding.pdf
Better brandingUse SHIFT+ENTER to open the menu (new window).
Marketers rely too much on intuition. The key to building brands more scientifically is to combine a forward-looking segmentation with a better understanding of customers and a brand's identity.
The McKinsey Quarterly 2003 Number 4
Brand leverage.pdf
Brand leverageUse SHIFT+ENTER to open the menu (new window).
A brand can grow quickly if its owner builds on the foundation of performance, personality and presence to creat innovative strategies for expansion through focus or diversification.
The McKinsey Quarterly 1999 Number 2
Building a power brand.pdf
Building a power brandUse SHIFT+ENTER to open the menu (new window).
Investing in your brand makes sense. But trying to build a 'power' brand, that's another story. Industries and marketing capabilities play a key role.
The McKinsey Quarterly 1997 Number 3
Crafting a message that sticks.pdf
Crafting a message that sticksUse SHIFT+ENTER to open the menu (new window).
The key to effective communication: make it simple, make it concrete, and make it surprising.
The McKinsey Quarterly November 2007
Does advertising work.pdf
Does advertising workUse SHIFT+ENTER to open the menu (new window).
Advertising's effectiveness is notoriously difficult to measure - but accurately valuing its contribution is more important than ever.
The McKinsey Quarterly 1994 Number 3
Marketing in 3D.pdf
Marketing in 3DUse SHIFT+ENTER to open the menu (new window).
Functional, process and relationship benefits are the hat trick of contemporary marketing. To score, follow three rules.
The McKinsey Quarterly 1999 Number 4
Uncovering the value of brands.pdf
Uncovering the value of brandsUse SHIFT+ENTER to open the menu (new window).
Many marketers believe brands are important because they shape customer decisions and, ultimately, create economic value. Little attempt, however, has been made to measure the actual value of brands
The McKinsey Quarterly 1996 Number 4