Kantar's data shows that only 28% of brand equity is built via paid touchpoints, with direct and indirect experience touchpoints accounting for the rest. This poses a direct challenge to how most CMOs ...

There's no denying that tequila is having a moment. The celebrity playbook has been followed to the letter: Launch a premium bottle, wrap it in a sleek label and let personal brand equity drive ...

Brand equity encompasses customers’ positive responses and trust for a product or service. This is built through consumer perceptions, attitudes, and experiences with the brand itself. If done ...

Like many brands, Nike—historically known for its emotional storytelling through iconic campaigns like “Just Do It” and ads featuring athletes like Michael Jordan—increased its focus on ...

For years, the relationship between brands and creators was pretty simple. A company wanted access to a creator’s audience, so it paid for a post, video, campaign, or appearance. The creator made the ...