In August 2018, Martin Roll was interviewed about strategy and marketing in the digital age and featured on Google’s knowledge portal, Think with Google.
With the immense power bestowed upon consumers by the Internet and an ever expanding means of communication, consumption and interaction, companies have been forced to rethink their branding and business models.
Even though there are several definitions of brand equity and multiple methods of measuring it, one thing is accepted as a fact by all marketers, it is very difficult to measure.
A brand is created out of thousands of experiences with products, services and systems created by people.
One of the biggest implications of globalization for companies seeking to expand to foreign shores is the task of balancing standardization with customization.
So much of a brand’s future success now depends on how they manage the mobile, social and digital revolution.
I was recently asked how much of a brand’s success now depends on how they gather and use information and what I thought the best overall customer insights system would look like.