industry thoughts from Clarteza

In a recent study, Millward Brown and The Jim Stengel Company compiled a list of the 50 fastest-growing brands, both consumer and business, over a ten year period.  Brands were analyzed in terms of both customer relationships as well as financial value.  The common link between the 50 brands, which cut across categories and segments, including both products and services, was that all of the brands were based on ideals.  The study defined an ideal as a higher order purpose or benefit that the company or brand … Continue Reading

Last year Clarteza was approached to provide a point of view on Return on Investment (a.k.a. ROI) as it relates to restaurants. We believe, that  ROI is an important issue for any business so we decided to write this piece.

Marketing ROI continues to be one of the most complicated and difficult things to measure, giving those who know how to effectively do it a major competitive advantage. Technology and sophisticated statistical tools play an important and costly role in the ability to effectively measure and predict the ROI but the fundamentals of a marketing mix remain the same. And a … Continue Reading