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Peter Drucker apparently never said “if you can’t measure it, you can’t manage it”, but let’s not let truth get in the way of a great slogan. The truth, for purposes of this post, is that successful brand activation depends an awful lot on the metrics you employ to quantify it. To build your brand effectively into the fabric of…

Brand Connection is the process of building a profitable relationship between your brand and your customers and stakeholders. Call it the marketing stage of the Brand Activation process. Top consumer marketing companies already understand how this works. Look at any communication from Apple, BMW or Disney, from advertising to package design, and you can see the brand’s promise to the…