16 July 2001

Connecting With Consumers

Hidden links reveal how well your brand promise registers with consumers

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Marketers spent $244 billion last year to advertise their brand promise to consumers. But not all of this money is equally well spent -- so companies continue to search for ways to deliver brand messages efficiently and effectively. New Gallup research finds the links between what a brand promises, what consumers hear -- and what consumers really want from that brand.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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