Where to listen
Timestamps
00:57 – Introduction. 02:24 – Jim Stengel, Cait Lamberton and Ken Favaro’s article. 03:34 – Are brand and performance marketing mutually exclusive? 06:50 – Why is this topic so important? 11:11 – How aware were the authors of existing literature on this topic? 17:12 – Moving away from ‘balance’ between brand and performance. 21:36 – How to measure brand equity: the Familiarity, Regard, Meaning and Uniqueness model.27:18 – Backing this up with robust positioning and activation....