Do you know what's driving your brand?

One of the on-going frustrations marketers have expressed about brand tracking research is "given these results, what action should I take?" In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it also comes from the general nature of brand attributes or perceived value measures like trust, reliability, outstanding service, leadership, modernity, etc.

Do You Know What's Driving Your Brand?

McCann Brand Clout: An Overview

Joe Plummer McCann-Erickson World GroupJ. David Philips Microsoft Canada

Introduction

This research system is based on the concept of Universal Marketing Drivers, developed by McCann-Erickson....