Brand Fast-Trackers #211 – The Stories of Brand Equity

  For today’s episode we return to Shopper marketing series with Chris Brace and discuss brand equity. The first thing that came to my mind when thinking about brand equity were things like Harris Interactive’s Brand Health Tracking and a few examples of the reputations of certain brands plummeting after poorly-handled PR crises. I also think of [...]

Brand Fast-Trackers #192 – Branding an Ingredient

Woohoo the theme is now live!! I am beyond thrilled and hope you will stand by a wee bit longer as we perfect any kinks. And of course, as always, I’d love to hear your suggestions. Branding an Ingredient On to today’s podcast….we are returning to our series with Chris Brace  (See Episodes 140, 141, 144, 147, 149, 155, 159), and [...]

Brand Fast-Trackers #190 – The Shopper Journey

  Today, we return to our shopper marketing series with Chris Brace. (See Episodes 140, 141, 144, 147, 149, 155) Marketing is traditionally viewed as transactional. It is all about guiding the shopper to the transaction, the purchase. When P&G introduced their path-to-purchase model (above), it was revolutionary. It is also very linear or transaction-based. [...]

Brand Fast-Trackers #186 – Shooting in the Dark

Good morning and happy 2013! I hope you all had lovely holidays and are having a fantastic start to the New Year. As I’ve mentioned recently, we’re expanding Brand Fast-Trackers this year. I’m really excited to start offering more relevant, helpful content beyond the podcasts. So stay tuned! Today, we are returning to our shopper marketing [...]

Brand Fast-Trackers #180 – How the Shopper Shops

In this episode of Brand Fast-Trackers, we return to our shopper marketing series with Chris Brace. In the previous episodes, we have explored initial concepts of shopper marketing, delved into the differences between the consumer and shopper mindsets, discussed how brands can use shopper insights to their advantage, and how brands are diverse as CPG, automotive and financial services can all [...]