Brand Building : New products

Members of the ANA Brand Management Committee were asked for the names of branding agencies that perform brand strategy, brand positioning and brand naming, as well as creative logo work. Agencies located in the Eastern or Central Region time zones were preferred.

Renowned branding expert David Aaker discusses why branding is a vital element in helping an innovation succeed. Providing B-to-B examples and case studies, Aaker illustrates how branding can help your innovation stand out in a competitive marketplace.

Judy Thompson and Cali Ressler explore the "results-only work environment" (ROWE) model, a revolutionary plan that changes the way work looks and feels.

This white paper explores how multicultural marketers are utilizing digital media to reach their audiences. In doing so the white paper addresses questions including: Are multicultural marketers embracing the same digital opportunities as general marketers?; Do they have the same concerns regarding effectiveness and budget allocation?

This snapshot provides an overview of the ANA benchmark survey conducted in June/July the elicited over one hundred responses. The survey explored issues related to agency relations including, agency evaluations and agency conflict clauses.

See the results of parallel surveys conducted by The American Association of Advertising Agencies and Association of National Advertisers in the spring of 2007. The survey was designed to assess agency and client attitudes and activities in four areas: 1. How agencies add value to the client's business; 2. How advertisers add value to the agency-client relationship; 3. Degree of interest in value-based compensation; & 4. Possible barriers to changing compensation methodology from cost based arrangements to value-oriented methods.

In this presentation, Taddy Hall (ARF) discusses disruptive innovation and how to use it as part of your plan for growth.

Thirteen ANA members share their recommendations for new product ideation companies. This benchmark request was sent to the Research Committee and Brand Management Committee in February 2007.

This excerpt from New Products: The Next Big Marketing Revolution discusses the psychology, sociology, and economics of new products.

These materials review six TV copy-testing organizations and the different copy testing methodologies they undertake to measure ad effectiveness.

This presentation explores how to use Internet search results to identify and communicate with your customers.

This list provides ten reasons new products fail.

This checklist reviews business' shift in attitude towards new products over the last half century.

This best practice details the myriad benefits to developing and introducing new products into the marketplace.

These materials demonstrate how to successfully develop and release new products.

ANA members Harley Davidson, Hunter Douglas, and Enterprise Rent-A-Car discuss how their companies are using the principles of Net Promoter Score (NPS) and other methods to measure customer loyalty and grow their businesses.

In this presentation, Fred Reichheld discussed how marketers can take advantage of the Net Promoter Score (NPS) to build customer loyalty and drive business growth.

This presentation explores how design can provide a strategic advantage for marketers.

This article provides insight on how to best leverage secondary research.

This case study explores Guardian Life Insurance's use of ethnography to understand "World Class Customer Service" through the perspective of the group insurance broker.

This expert panel discusses how design, from packaging to the product itself, affects marketing efforts.

This best practice explores the pros and cons of seven different methods of collecting survey information.

This best practice explores the two elements necessary for establishing a successful quantitative study: a sample and a questionnaire.

These materials review how Motorola leveraged non-traditional marketing approaches to re-build and re-invigorate the Motorola brand.

These materials review how Motorola leveraged non-traditional marketing approaches to re-build and re-invigorate the Motorola brand.

This white paper provides suggestions concerning the potential uses for quantitative research as a part of marketing communications research.

This white paper reviews how to better measure the effectiveness of print media using engagement as the basis for title selection.

This presentation provides seven quick tips for the research community on how to excel as an industry.

This presentation provides a counterpoint to the assertion that marketing research is to blame for the decline of marketing.