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Search returned: 28 document(s).
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Long Live the World Cup Mascots
Knowledge Partners July 8, 2026The FIFA cycle of introducing and retiring World Cup mascots may be undermining one of marketing's most powerful tools: sustained character familiarity. Brands that treat mascots as long-term narrative assets — not single-tournament props — could build the emotional depth that drives lasting recognition.
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How to Build, Measure, and Communicate Brand Health
Event Recaps April 28, 2026Senior marketers outline how brand health becomes a measurable business asset, from cultural partnerships to financial valuation. Lessons from the ANA Brand Value & Measurement Committee suggest clearer ways to quantify brand value, communicate ROI, and align marketing with enterprise strategy.
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The Power of Investing in Marketing Technology During a Recession
Leading Edge March 13, 2026The message from study after study on recessions is clear: Companies that invest in marketing, evolving media, and technologies during downturns emerge from economic uncertainty stronger than their competitors.
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Reimagining Marketing Operations for the Intelligent Era
Leading Edge January 15, 2026At the ANA’s members-only conference hosted by Deloitte, Golden Gateways: Accelerating the Age of Intelligent Marketing, industry leaders examined how emergent technologies are reshaping marketing operations. Speakers emphasized that intelligent marketing depends on technology working in concert with process, data practices, and governance.
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Product Portfolio Analysis Quick Win
Quick Wins January 1, 2026The Product Portfolio Analysis Template evaluates products based on growth rates, profitability, and market share, clearly segmenting high-performing products from those needing intervention.
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Product Portfolio Summary Quick Win
Quick Wins January 1, 2026The Product Portfolio Summary Template provides structured visibility into product details, competitive dynamics, and value propositions, allowing for the identification of opportunities for strategic optimization.
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Value Discipline Model Audit Quick Win
Quick Wins January 1, 2026The Value Discipline Model Audit Template evaluates your strategic approach, identifying your primary competitive advantage, areas of alignment, and required improvements.
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Solution Cost-Benefit Analysis and Value Proposition Quick Win
Quick Wins January 1, 2026This focused Cost-Benefit Analysis and Value Proposition Template enables you to map the investment vs. return for your solution and clearly communicate your differentiating value. Use this tool to sharpen your sales narrative and help customers justify the spend.
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Doing AI Right: Building Ethical Guardrails for Innovation
Leading Edge November 21, 2025At the recent ANA webinar, Doing AI Right: Reshaping the Ethical Mindset in Modern Marketing, we explored this crucial issue through a practical corporate lens. Carol Van Den Hende, global responsible AI Chair at Mars, offered a look at what it takes to build effective guardrails around AI implementation, and how clear guidelines can foster and accelerate innovation.
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7 Triggers That Spark True Marketing Innovation
Leading Edge November 18, 2025To address this challenge, the ANA’s Technology practice has released the Innovation Management Playbook for Marketers: Moving at the Speed of AI, created in close collaboration with Greg Verdino, founder and COO of Cognitive Path. We spoke with Greg about key insights from the playbook, including the challenge of knowing when innovation is truly needed – and why.
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Qualcomm’s Recipe for Building Brand Value
Event Soundbites October 31, 2025Context, relevance, and resonance are key ingredients in Qualcomm’s recipe for building brand value.
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Balancing Reach, Resonance, and ROI at PepsiCo
Conference Session Videos October 8, 2025In this video, PepsiCo challenged the industry's addiction to easy metrics and made the case for a new measurement agenda — one that's built to prioritize what's meaningful over what's convenient.
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How USAA Reimagined Marketing Measurement for Profitable Growth
Conference Session Videos October 8, 2025In this video, Sasi Telluri, head of brand analytics at USAA, explored how USAA is reengineering its marketing measurement framework to support a "profitable growth" strategy.
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Measuring Brand Value at The LEGO Group
Conference Session Videos October 5, 2025In this video, Michael Moynihan shared how The LEGO Group creates, measures, and manages brand value to drive consumer impact and guide marketing and innovation efforts.
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Speaking the CFO’s Language to Communicate Brand Value
Conference Session Videos October 5, 2025In this video, Alfred DuPuy, valuation and strategy director at Brand Finance, and Laurence Newell, managing director at Brand Finance Americas, discussed how to bridge the gap between marketing and finance, giving brand leaders the tools to communicate the value of brand in terms CFOs understand.
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Storytelling at Scale: How to Deliver Emotion, Engagement, and Measurable Brand Impact with USPS
Webinar Rewinds October 1, 2025For over 112 years, USPS has brought joy to families nationwide through Operation Santa. In this webinar, learn how to identify and activate powerful, engaging, and audience-centered stories and gain insight on how to measure the success of branding and content marketing efforts beyond impressions.
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Creating Long-Term Brand Equity Requires a Measurement Reset
Event Soundbites September 21, 2025Building long-term brand equity will require resetting the measurement agenda to prioritize better business decisions.
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The USAA Approach to Marketing Measurement for Profitable Growth
Event Soundbites September 21, 2025USAA’s measurement strategy is focused on optimizing creative, incrementally, and full-funnel testing.
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Resetting Measurement: Balancing Reach, Resonance, ROI
Event Recaps September 19, 2025PepsiCo challenged the industry's addiction to easy metrics and made the case for a new measurement agenda — one that's built to prioritize what's meaningful over what's convenient.
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Reimagining Marketing Measurement for Profitable Growth in BFSI: The USAA Approach
Event Recaps September 17, 2025Sasi Telluri, head of brand analytics at USAA, explored how USAA is reengineering its marketing measurement framework to support a "profitable growth" strategy.
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