We help marketers build brand as a business asset for more effective demand generation. With customers at the center, we design marketing operating models that balance creativity and insight with rigor and influence to improve the entire business bottom line.
A four-part webinar series on what it takes to build Go-to Brands.
2024 promises to be a year of tremendous change for marketers — the application of generative AI, Google’s push to kill the digital cookie, the rise of Gen Z and its more than $450 billion in spending power, and more.
In times of rapid change, the brands that win are the ones that create real meaning in people’s lives. At Lippincott, we call these Go-to Brands—they see 5x higher revenue growth than those that miss the mark. And building them requires new perspectives and more modern approaches to finding the insight that matters.
Join our experts from Lippincott’s Marketing & Customer Strategy team, as they share what it takes to break through, and how you can drive brand meaning, preference and value in a time of constant change.
Explore the series below and reserve your spot for episode 1.
Our recent Brand Aperture® data paints a startling but clear picture: despite billions of dollars spent on marketing and advertising each year, only 5 percent of brands are considered unique to customers.
In short: whatever you’re doing to differentiate your brand is likely not persuasive. Odds are you’re likely one of the 95 percent—but the good news is there are clear levers to pull to drive differentiation.
Join us for a discussion on how to become one of those 5 percenters, and infuse your brand with meaning by helping consumers make progress in their lives.
In times of economic uncertainty, customers want to get a bang for their buck, which presents a challenge for brands: our survey of over 100,000 consumers reveals that nearly 25 percent of brands are perceived as charging more than they’re worth.
Value matters. Go-to Brands manage perceptions of the value they offer to help them win the market they’re after.
Join us as we introduce the new standard of measuring and managing your ‘bang for the buck’ to win preference among your target audience.
So many marketing metric reports focus on quantity over quality. Billions of impressions are great—but can you prove they were to right audiences, and that those audiences will meaningfully engage with your brand? Many marketers understand that talking to a CFO about leads without an indication of quality is a big misstep—but it’s one we can avoid.
Proprietary research from our sister firm, Oliver Wyman, underscores the importance of getting a quality demand gen process right—especially in B2B. Because the sales team needs marketing to be a partner in demand generation, more than ever: nearly two out of three sales leaders surveyed said that qualified leads from marketing often result in a sales appointment and/or sale.
Join us as we share practical lessons on how to amp up your demand generation efforts by taking advantage of your brand’s power.
Curious to know which brands further climbed towards the exclusive Go-to Brand status and which fell further away?
Join us as we share results from our 2024 research diagnosing performance of hundreds of brands. We’ll highlight meaningful shifts across categories and, most importantly, share lessons for what it will take to become a Go-to Brand in 2025.