This book starts with a concept most marketing and PR pros already know: that there often is a disconnect between CEOs and CFOs and marketing pros, particularly brand managers.
The need for "common language" between the two groups is stressed. To help mitigate the problem of proving ROI for marketing functions, Wreden writes that CEOs/ CFOs need to recognize branding as a strategic investment. This also requires brand managers to think in a different way.
Enter this book: a fusion of traditional marketing with technology, measurement, and operations. It offers a metrics-based approach to branding that ultimately seeks to help companies link branding activities with bottom-line results. Wreden includes several formulas to help identify the customers that will be most profitable for the brand. Another useful feature is the recent global case studies, which illustrate both good and bad examples of profitable branding.
Though it focuses on branding, the book's advice still applies to PR pros who have long struggled with the task of proving ROI for their campaigns.
Author Nick Wreden
Publisher Kogan Page (September 2005), 240 pages