Currently, the Advertising Research Foundation has an initiative called MI4. Its task is to create a cross-channel measurement of advertising effectiveness that can foster more accountability and ...

Branding is the use of a name, term, symbol or design to give a product a unique identity in the marketplace. Marketers have three major strategic options: manufacturer branding vs. private labels; ...

We miss our targets from time to time simply because we were misinformed or because we choose to take a longer route in our brand craftsmanship as we seek to make the brand more visible and worldwide.

Truly defining your business is a critical first step in developing your marketing plan. Through a continuing series of stories, we've been examining how to build a compelling brand experience that ...

The following is a guest post from Jeff Meglio, VP of Agency Partnerships at Sovrn. Brand safety is a universal goal across the marketing industry, as 99% of advertisers want to ensure their ads ...

More than 50% of CMOs will bring ‘brand’ back as a top priority in 2019, according to a Forrester predictions report, published by Keith Johnston earlier this month. This comes as little surprise for ...