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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.

Could the Wells Fargo debacle have been predicted?

In September 2016, Wells Fargo, America’s largest retail bank, announced it had fired 5,300 employees for fraudulently opening more than 2.5 million accounts. Wells Fargo will pay US$185 million in fines to regulators and $5 million will be returned to customers who paid fees on accounts they did not ask to have.

This disaster could have been avoided if management had been aware of marketing science.

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The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.