Alla conferenza annuale della Association of National Advertisers statunitense, il CEO di Interbrand, Jez Frampton, ha presentato i risultati di un sondaggio sul valore del brand condotto su 118 CMO/senior marketer:
Sixty-four percent of those surveyed said their brands do not influence decisions made at their companies.
For those who responded that their brands did not influence organizational decisions, the causes cited included: Incentives do not support the importance of brand (51%), inability to prove the brand’s financial benefit (49%), current branding expertise is not widely accepted (40%) and metrics do not support the importance of brand (39%).
Via btobonline
Tags: ana, brand, branding, interbrand, jez frampton
