The Brand Manager’s Search For Growth
The stories of brands losing positions of power are most vivid after the fact. Brand management teams which examine data and analyze research for insights they can use to grow their brand, and compete more successfully in the future, are saddled with limitations.
At the University of South Australia Business School in Adelaide, the Ehrenberg-Bass Institute is the world’s largest center for marketing research. I recently asked the institute’s director, professor Byron Sharp, to share his perspectives on some of today’s brand management challenges.Read more