Making marketing sing for its supper

Ed Wooller

Ed Wooller, from MindShare, argues that in order to achieve the twin goals of making marketing more accountable and building the brand, it is imperative that companies develop methodologies for measuring the impact of marketing on brand equity.

Making marketing sing for its supper

Ed Wooller

'Rules of thumb are losing their effectiveness. A more rigorous approach is required – one that treats marketing expenditures as investments.'

McKinsey Quarterly (2005, 2)

Marketing is facing a period of unprecedented change, rendering some of its traditional methods of analysis obsolete. As a corporate function marketing is facing massive challenges both from external market forces and from forces within the organisation.

REVOLUTION AND UPHEAVAL

Taking them in turn, marketing, and in particular advertising, is at the centre of a consumer-choice revolution, which is rewriting the rule book for how brands interact...

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