Edgar Baum ( @EdgarBaum ) is the Chief Brand Economist at Strata Insights. In this episode, Edgar describes a contemporary brand measurement approach to measure effectiveness and describes a case study how a tech company outmaneuvered the competition. If you are familiar with Moneyball, you will understand brand economics. Just as Billy Bean used a different dataset to formulate different outcomes, Edgar advises us on how to measure our brands in the internet era.
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Questions During Podcast
- How has branding evolved over the internet era?
- What is a good current branding example?
- What is brand economics?
- What branding metrics are you referring to in brand economics?
- What size of companies need branding economics?
- How do you measure brand interactions?
- Where do you get the data on category importance?
- What influences customers?
- Does the board or CEO need to influence these large company resource allocations?