Do you know what's driving your brand?
J. David Phillips and J Plummer
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....
