Category Archives: roi

The true value of your brand and how it should be figured

Posted on June 29, 2010 by Kirk

You already know intangibles are the difference between one brand and another. But do you know how much those intangible assets add to the financial value of your brand? It used to be that brands were valued based primarily upon their hard assets, such as buildings, equipment, and inventory. However, in the last several years, valuation has changed in favor of intangibles, such as intellectual property, business processes, market share, and brands. This shift is discussed in a recent article in Advertising Age by Bob Liodice, president-CEO of the Association of National Advertisers, Jez Frampton, global chief executive of Interbrand, … Continue reading →

Posted in brand essence, loyalty, management, roi | Comments Off

Advertising’s swimsuit competition: the Super Bowl

Posted on February 5, 2010 by Kirk

Let’s be honest. This week, when we chat online or around the water cooler about the Super Bowl commercials, we will not be judging them based upon which are most effective at doing what they are supposed to be doing, which is actually selling something. Instead, we will talk about which spots we “like,” which spots we find most entertaining. We’re judging style, not substance. In pursuit of being popular during and after the game, advertisers and their agencies push the limits to engage us. And we reward them with a couple of week’s worth of buzz. But how successful … Continue reading →

Posted in advertising, event marketing, mass media, roi | Comments Off

Best posts of 2009

Posted on December 3, 2009 by Kirk

This month BrandSTOKE is one year old. I’m honored that you take the time to read and comment. My goal for 2010 is to engage more conversation. If you have any suggestions for topics or improving the blog, please let me know. Thanks for your interest and support. I’ll try to do better next year. Here’s a list of some of the most popular posts as well as a few personal favorites from the last twelve months: On brand building: 9 criteria for brand essence it takes a brand to raise a village brand anarchy: why we need cops apparently … Continue reading →

Posted in art direction & design, brand essence, budgeting, client-agency relationships, copywriting, identity, loyalty, new business, roi, standards, strategy | 2 Comments

What every non-marketer should know about branding

Posted on October 26, 2009 by Kirk

The words “brand” and “branding” are thrown around in casual conversation so frequently now that I’m still surprised to find not every business person knows what they mean. (In fairness though, I don’t understand supply-chain logistics.) Some business managers refer to their products as brands, probably a carryover from the early P&G days. Some still think their logo, package or trademark is the brand. Some mistakenly believe they have total control of their customer’s brand experience. And many think branding is just another word for marketing. Here’s a list of the basics for the non-marketers in your organization: Your brand … Continue reading →

Posted in brand essence, loyalty, roi, standards, strategy | 14 Comments

CFOs vs. CMOs: Where’s the ROI?

Posted on September 29, 2009 by Kirk

Suppose that in 2008 you invested in a barrel of crude oil. And why wouldn’t you? Every year from 2002 to 2008 the annual average price per barrel has gone up, from $23 to $91. As an investment, it’s a no-brainer. Unfortunately, today your investment is worth $66 (date of post), down 27%. Obviously, a poor ROI. What caused the drop? Supply and demand. OPEC. War in the Middle East. Hurricane Katrina. The recession. Staycations. In other words, variables outside of your control. Investments in marketing are no different. Consider the retailer who places advertising to promote a weekend sale. … Continue reading →

Posted in budgeting, roi | 4 Comments

Now’s the time to buy market share … cheap

Posted on April 7, 2009 by Kirk

The news focuses on the negative — and there’s a lot of it. What is perhaps being missed is that we are living in the buyers’ market of our lifetimes. In all likelihood, nothing will ever be this cheap again. That dreamhouse is selling for 10-25% less than it would have a couple of years ago. Mortgage rates are at a record low. Autos dealers are selling cars for less than invoice. Gasoline is relatively cheap. With an abundance of airline, hotel and resort deals available, it’s a great year to travel inexpensively. Condé Nast calls it “The world on … Continue reading →

Posted in advertising, budgeting, mass media, retail, roi, strategy | 1 Comment