Brand Equity

Tackling marketing’s awareness gap

Raising brand recognition might seem like an easy marketing hurdle to overcome. After...

Market share: the metric that matters, but only in context

For many years, marketers have regarded market share as the ultimate measure of a...

The attention tax: are you spending your brand equity wisely?

In today’s hyper-connected world, attention is a limited resource, and companies...

Lost in translation: how ‘brand vocabulary’ is breaking measurement

Language is the foundation of marketing. It’s not just a tool for persuasion; it’s...

Prestige to pressure: why Jaguar’s CEO stepped down after a rebrand catastrophe

Adrian Mardell, CEO of Jaguar Land Rover, will step down. He was in charge for three...

Mind the gap: rebuilding marketing’s effectiveness muscle

In a world where every click, view, and transaction is recorded in real time, one...

Build, don’t just sell: escaping the trap of short-termism

In today’s marketing landscape, everything is urgent. Budgets are more constrained....

Effectiveness has evolved. Have you?

For a long time, the effectiveness of marketing was straightforward. There were views,...

Interpublic unveils ASC platform for brands to navigate commerce complexity with AI

In a bid to provide a new solution built to help brands navigate the increasingly...

World Bank hails Nigeria’s digital reforms, backs ambitious fibre backbone

 By Taiwo Osho Anshula Kant, World Bank Group Managing Director and Chief Financial...