I spent 8 years working in strategy departments for Ad Agencies. If you’re interested in the science behind brand tracking, I recommend you check out the Ehrenberg-Bass Institutes work on Category Entry Points: https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/
I spent 8 years working in strategy departments for Ad Agencies. If you’re interested in the science behind brand tracking, I recommend you check out the Ehrenberg-Bass Institutes work on Category Entry Points: https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/