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Brand Exposure

N2Growth Blog

While a brand without exposure is not much of a brand, I consistently find that brand exposure is an aspect of brand management that is all too often overlooked as a success metric. It is simply a more intelligent approach to consistently manage brand exposure than it is to let your brand run wild and then attempt to triage overexposure.

Brand 382
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Before You Link Pay to Customer Feedback: Five Essentials

Harvard Business Review

More and more companies are tying incentive pay to customer metrics. Pep Boys, a US auto parts store chain, reports in its proxy statement that customer metrics are now an important part of its executive compensation system. Truly reliable feedback and metrics. Your CFO and finance team can take a leadership role here.

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Shadow IT Is Out of the Closet

Harvard Business Review

An impatient marketing or finance manager would, on the sly, secure some extra budget money and hire a contractor to build a little database that tracked mailing addresses or top-line financials. Slowly but surely, as the little database grew bigger and bigger, the manager would wedge the cost into her operating budget.