Comments on: what’s a brand for?

By: the brand promise:reality gap | denise lee yohn: brand as business bites™

the brand promise:reality gap | denise lee yohn: brand as business bites™ — Mon, 22 Mar 2010 16:51:15 +0000

[...] range of organizations say their brands do not influence decisions made at their companies (see a previous post of mine on this shocking finding), it’s likely there’s a disconnect between the brand [...]

By: denise lee yohn: brand as business bites™ » Blog Archive » gaining the competitive edge

Mon, 20 Apr 2009 23:15:00 +0000

[...] I first read that report, I was stunned -– nearly 2/3rd or companies are pouring millions of dollars into marketing and advertising [...]

By: denise lee yohn: brand as business bites™ » Blog Archive » trends we watched in 2008

Mon, 29 Dec 2008 13:22:54 +0000

[...] and brand managers say their brands do not influence decisions made at their companies (I’ve previously posted on this sad fact). And in research that I conducted along with one of my partners, Coogan [...]

By: olivier Blanchard

olivier Blanchard — Mon, 03 Nov 2008 00:35:00 +0000

This is terrible, Denise! 64%?!?!?!?! Where are these folks working? I’m kind of shocked. And we wonder why the average tenure of a CMO is down to what… 18 months now? 15, even? This is sad.

Great blog, by the way. Thanks for commenting on mine.

Cheers,

Olivier

By: Martin Bishop

Martin Bishop — Fri, 24 Oct 2008 00:56:53 +0000

“What’s up with that?” is right. That’s a truly incredible statistic. It’s a great reminder for those of us in the branding community not to assume that everyone (or even most people) are on board the brand express.

It also suggests that companies could do OK with the smaller marketing budgets they are likely to have when the recession hits if they take the opportunity to use a branding approach to target their efforts.