No one was shocked when Radio Shack filed for bankruptcy. But CMOs and CEOs from brands outside the troubled retail vertical must have winced at the reminder that brand death is always a possibility for established players in the market.
As incumbent brands across all categories struggle against new competitors, changing category trends, and seismic shifts in consumer behavior, it’s more important than ever to measure the defensive impact of advertising. Is your brand tracking data and insights on how your campaigns are helping to stem losses and fight off the competition? Unless you’re a Communicus client, probably not. The Observer has our insights into why defensive impact is a must-have measurement – and how to get a handle on it.
