Brand equity is more important than ever

June 29, 2009 | Lynn Manternach, Ph.D.

The shaky economy has prompted consumers to make some tough purchasing decisions. But when it comes to brands consumers are loyal to, those decisions are pretty straightforward.

Avoid the most common branding mistakes

June 9, 2009 | Lynn Manternach, Ph.D.

A solid brand can be the difference between business success and failure - especially in this economy. A strong brand helps you stand out from your competitors, adds value to your product or services, and helps you connect with your consumers.

Branding during an economic downturn

June 1, 2009 | Inga Rundquist

A recent EquiTrend study by Harris Interactive revealed that when the goin' gets tough, consumers tighten their grip on brands they are loyal to, instead of gravitating towards the product with the lowest price.

Brand Trust

January 12, 2009 | Inga Rundquist

When most people think about building their company's brand they think about investing in marketing and advertising strategies. Typically the focus is on brand awareness and brand perception. That's a good start.

Focus on the customer’s experience to build your brand

October 18, 2008 | Inga Rundquist

There's been a powerful shift in control over the past eight years or so. Marketers used to be in control. They would shape advertising campaigns to influence how consumers viewed their products or services.

Getting it right

June 10, 2008 | Inga Rundquist

It's all about communicating the right message to the right person in the right place at the right time.