Better Measurement for Stronger Brands
by Jon Harper
If I sum up the conversations I have had over the many years (and many grey hairs) that I have been in market research, I would have to say that many of my clients openly acknowledge that they are in the business of building brand resonance. More eloquently put, and to paraphrase these clients, the primary goals for their brands are to intercede in the mind of the consumer, to build or strengthen relationships, and to intervene in the aspects of the marketplace in such a way that demand for the brand is optimized, and grows over time.
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