Contributed by Michael Brito

  • Brand Relevance: How to Identify Untapped Opportunity

    CONTENT TYPE: Article | ELEMENT: Strategy | TOPIC: Marketing Strategy

    Is your brand relevant to the various audiences—customers, influencers, the media—you want to reach? More specifically, how can you find ...

  • Customer Advocacy and the New Purchase Funnel

    CONTENT TYPE: Article | ELEMENT: | TOPIC:

    President Obama's 2008 presidential campaign was successful because he created and mobilized advocates. Brands can apply that winning strategy, too—if ...