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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See also
China's Battle of the Brands
Making Market Segmentation Meaningful

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

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Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
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