It's not hard to agree with this. The raging debates about CMO effectiveness speak way louder than the measurement models offered by the large market research companies. Some of the issues are legit when you look at the challenges of measurement, but it starts from a conception of how and where you conceive of brand in the first place... taking it from the strategic to the tactical.
It's not hard to agree with this. The raging debates about CMO effectiveness speak way louder than the measurement models offered by the large market research companies. Some of the issues are legit when you look at the challenges of measurement, but it starts from a conception of how and where you conceive of brand in the first place... taking it from the strategic to the tactical.