The need to measure the value and impact of a brand on a business is not new. However, today we have a vast database and information available to ally in branding, as well as more efficient methods. The world that Data Science has made possible for the applicability of branding, that is what is new. In this context, The only certainty is the complexity of building and measuring value..

In this process, we find 6 Dilemmas Regarding Value Creation and Management.

1. Data Freaks vs. Data-Driven

2. consumer centric x media centric

3. Performance is the new free-to-air TV.

4. brands wanna be

5. The Plug and Play Illusion

6. Dance of Organizations

We also discovered the levers of success for the organizations that are winning this game. These are the Pi Organizationsthose with a purpose that impacts the world; they think about innovation centered on people and operate on the logic of triple a, with agility, autonomy, and alignment.

Finally, an important conclusion: human technology is what makes the big difference in this process.

Want to know more?

Then download the unpublished paper in PDF format here.