Talking to the heart and the head

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and leverage brand equity.

Talking to the heart and the head

Trevor Richards

In 2004, both the advertising research foundation (ARF) and the Marketing Sciences Institute (MSI) identified brand equity as a key research focus for the next several years.

By doing so, US marketers and...