Find the latest insights, trends, and topics on B2B and healthcare marketing.


Does data always make branding better?

Because this month’s blogs have focused so strongly on the use of data in branding, it might appear that metrics and data hold the ultimate answer to crafting an effective brand. The fact is, however, that data without context is meaningless. Do you remember how, a few years ago, Google famously erred in their estimate […]


Rebranding with the aid of data

Today’s post was written by Stephen Foy, Strategist at Movéo. At the end of the day, brands live within the minds of consumers at large — but marketers play a role in shaping that consumer perception. If your organization’s branding is consistent and compelling enough, the marketing team can shape and reinforce what an audience […]

brand crisis

Use data to prepare for and respond to a brand crisis

No one wants to find their brand in a crisis, but proper handling of a bad situation can limit the damage and expense. Time and resources spent planning for a brand crisis can therefore have significant ROI. We recommend preparing for a brand crisis as soon as possible, so that you have advance plans in […]

internal branding

Creating data-driven internal branding

Many companies neglect internal branding in their brand strategy in favor of more externally focused efforts, despite the fact that committed, knowledgeable employees perform better overall and provide higher customer satisfaction. In fact, recent research demonstrates a link between internal branding, employee engagement, behavior and financial performance. Investing in internal branding audits is helpful in […]


When data demands brand changes

You may think your brand is just fine as it is, but data doesn’t lie. Both quantitative and qualitative metrics are useful when gauging the current standing of your brand in comparison to where you’d like to see it go. Today, we’re sharing our tips for assessing the internal and external aspects of your brand, […]


Using qualitative research in branding

Before conducting quantitative research in a new product category, researchers should first use qualitative research to develop a firm understanding of the landscape they’re preparing to assess. This early knowledge base will be helpful when determining consumer motives, segments and targets. Today we’re discussing our best tips for using qualitative research to inform branding strategy. […]


Are you quantifying your brand’s performance?

Although data is usually discussed on an aggregate level, it’s the minute, numerical details that provide the base from which large conclusions can be drawn. Each data set can have thousands of variables, and with so many to choose from, how can you determine which will be most effective in improving your brand? In today’s […]


Our 3 favorite tips for using data in branding

In the past, marketers used to build brands using intuition and qualitative research. But things have changed. Today, the most effective companies, campaigns and communications are made better through the assessment of quantitative data. By analyzing large amounts of data collected over time, organizations can craft brands that truly build their reputation and drive their […]

Our predictions for the future of data in marketing

There is no ignoring the monumental weight that data carries in the modern marketing landscape. It has contributed to the unprecedented success of marketing innovators like Google and Facebook, and enabled smaller businesses to utilize smaller budgets and analytical savvy to thrive in an increasingly competitive economy. Today, we’re answering a couple of questions we […]

Setting goals for your data-driven marketing

For most companies, the marketing optimization process never ends. Smart marketers continuously use past insights to modify strategies, redesign metrics, and analyze new information. Without accurate measurement, however, it’s impossible to use data to improve upon past efforts. Identifying the most valuable metrics is therefore both a pivotal and elusive component of the marketing process. […]