Brand-building based on drivers of market share

Ken Roberts, managing principal of Forethought Research, argues that ad agencies (and their clients) depend too much on intuition, creative hunches and focus group interpretations when developing brand strategy - and not enough on proper marketing science.

Brand-building based on drivers of market share

Ken Roberts

Today there is ample marketing theory and practice on how to grow market share through brand investment. And yet, marketing and advertising professionals generally remain at the formative stage...

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