Commentary

What's In A Brand?

How do you measure brand? “There is a lot of data in the market that targets brands,” said Dave Helmreich, VP, Interactive Marketing, TARGUSinfo. “There are subsets [of consumers] that prefer particular brands … You look for people that tend to buy specific brands and services … That’s the starting point … You start with that, and run and test and refine it from there.”

Says Omar Tawakol, CEO of online data exchange BlueKai: “View you audience target as a piece of intellectual property.”

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About the Author

Gavin O'Malley edits MediaPost's Mobile Marketing Daily and MoBlog column. Follow him: @mp_gavin. You can reach Gavin at gavin@mediapost.com.

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