A Brand New Role For IT

Keeping an eye on brand metrics can become part of the CIO’s job.

Editor’s Note: despite the title’s focus on IT, this article offers a nice overview of brand-related metrics, specifically touch-point and strategic metrics.

Brand Metrics: Your Key to Measuring Return on Brand Investment

Many businesses view “branding” as something important, but also somewhat elusive in terms of measuring its performance…Utilizing a well thought-out and balanced set of metrics drives objective decision-making and aids in the development of brand over time.