So, by way of an update on brand health measurement… We have gone from quarterly traditional reports to monthly ones, and have challenged our agency to come up with a real-time online solution going forward. Moving to a 100% online poll-type questionnaire is not as simple as it seems when you’re working in a marketContinue reading “Online Brand measurement”
Category Archives: Brand
Brand performance and bridging the digital divide
When you work in emerging markets for a few years, you lose track of the type of measurements that one is accustomed to in more mature markets. Brand health is one such measure. For years I have used Neilsen/ Millward Brown/ Ipsos methodology that spits out a Brand Equity Index with the quarterly variance ofContinue reading “Brand performance and bridging the digital divide”
Why is it so hard to tell your agency they suck?
Ever been in a pitch where you can’t stop giggling? When you really try to imagine implementing their concept but it’s just plain hideously ludicrous. Yes, the pitch was that bad. Here the team was pitching a concept that was just wrong on so many levels. And in the room, was the head of theContinue reading “Why is it so hard to tell your agency they suck?”
When Westerners get Arab CSR wrong
How many times have you heard the hard and fast rules about Corporate Social Responsibility? Do this, don’t do that, measurement is a must and if anything falls out of your nicely structured pen then it cannot be allowed. Out goes the standard apology letter explaining how there is limited budget and all funded exploitsContinue reading “When Westerners get Arab CSR wrong”
Too Messi for Arab world?
It’s interesting isn’t it when big global sponsorship deals are made on little or no brand suitability of association. Messi is case in point, and so is his team FCB. It seems every brand with big enough cashflow for decent bragging rights is in on the action. (Would FCB survive at all without its eclectic yet numerous paidContinue reading “Too Messi for Arab world?”