Every financial services company understands the importance of trust, yet some do a better job than others embracing it.
Trust in healthcare, as well as in all five subsectors of healthcare we study, is actually on the rise, gaining momentum from last year and reversing a backwards trend we saw last year for pharma (globally and in the U.S.) and biotech (in the U.S. only).
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Our industry plays an important role in telling powerfully emotive stories that allow businesses to rise to the challenges faced in Europe.
Richard Edelman delivered this speech on December 5, 2016 to the American Marketing Association 2016 Symposium for the Marketing of Higher Education.
We live in a world of growing and extended expectations for brands. Six in 10 citizens believe doing good should be part of a brand’s DNA, beyond its everyday business and best operations practices.
Matthew Vander Laan recently participated in a Chicagoland Chamber of Commerce panel discussion on “Pro-Business, Pro-Chicago” for mid-market businesses.
Marketing used to be simple: Attention, Interest, Desire, Memory, Action. The more we advertised, the more awareness and liking we gained, which eventually resulted in sales.
As the unimaginable becomes all too imaginable, and the shock sinks in, questions about the election of the 45th President of the U.S. jump to the here and now.
Through meetings with brands that have earned local relevance while staying true to their global DNA, Cornelia Kunze left India with five key learnings.
As Edelman’s 2016 Earned Brand study shows, people love brands the way squirrels love nuts. In other words: a whole lot.
So what is it about some brands that allows them to create such a strong bond? We asked 13,000 consumers around the world what it is that makes their favorite brand special to them.
It’s not just about purchase. More and more, marketers are focusing on an increasingly important form of brand equity: the strength of the relationship a brand has with its consumers.