Brand Equity

The Excess Factor - Ipsos
Brand Equity Publication

The Excess Factor

How Small Brands Can Leverage Equity to Challenge Leaders.
Generational Marketing: Breaking free from stereotypes
Brand Equity Publication

Generational Marketing: Breaking free from stereotypes

How to build brand success across generations with the power of empathy
Mind the Promise Experience Gap
Customer Experience Publication

Mind the gap: Why what a brand promises and what it delivers matter

What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.