Brand-building based on drivers of market share

Ken Roberts

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 when it comes to identifying drivers likely to bring about brand-building outcomes.

Consider Admap,June 2006. In this special 'brand growth edition' there are 11 divergent articles on brand-building approaches. The more inventive ideas called for marketers to take a 'leap of imagination' and to generate big ideas because 'big ideas are the lynchpin in creating compelling communications'. However, nowhere was...

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