The whole brand: Ending the divide between brand marketing and performance marketing

David Gutting

Using an analysis of national surveys of 9,000 consumers over the last two years, and evaluating more than 150 brands in 25 categories, this article argues that brands that work as unified systems perform far better than those that don’t.

Why do some brands dominate their competition?

The likes of Southwest, Nike, the Georgia-based chicken quick service restaurant Chick-fil-A and Amazon are marketing superstars, but there’s a specific reason for their status. They all heed David Packard’s...

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