“Healthy brands have the power to transform organizations, cementing their market position, evoking deep feelings with their target audience and creating opportunity.”

“There is no one magic metric that will diagnosis brand health, but marketers who can answer the questions within these six dimensions of the Gartner Brand Health Framework will be able to better communicate the impact of the brand:

Strategy: Does our target audience find value and differentiation in our strategy? Is our target audience size consistent with business goals?

Reach: Is our target audience aware of us?

Communication: Are we communicating our brand positioning well to our target audience?

Engagement: Does our target audience find enough value in our brand positioning to engage with us?

Experience: Is our target audience experience delivering on our brand positioning?

“Marketers that attempt to build strategies for every digital channel are doomed to fail, becoming unfocused and using platforms that may not generate the right connections.”

“The top barriers marketers face around innovation are the inability to measure innovation impact and organizational resistance to risk.” 

“There are 3 steps to calculate the opportunity of emerging digital marketing channels: 1) determine your company’s appetite for innovation; 2) understand your audience; 3) agree on key performance indicators (KPIs) to measure success.”

“Critically examine whether or not marketing efforts need to take place in the metaverse. While chatter is growing around it, only 6% of U.S. consumers can articulate what the metaverse actually is, according to Gartner research.” 

“Just over 20% of marketing budgets are set aside for marketing innovation, which is a significant portion.”

“91% of CMOs struggle to measure the impact of innovation and 83% say it is not delivering to management expectations.”

“Big I innovation is the big, invention-type initiatives that are exploratory, problem-centric instead of product-centric, and requires a design thinking skill set.”

“Big I cautions include conflation, unmet expectations, meandering problems and poor communications.”

“Little i innovation is about optimization and improvement of existing processes or products. These ideas are collected from all stakeholders and origins and are more incremental.”

“Little i cautions include an overwhelming volume of ideas or a failure to communicate value.”

“Gen Z young adults are the most diverse generation of young adults the world has ever seen in terms of race, ethnicity, gender, sexuality.” 

“Gen Z young adults seek security: Compared to older consumers in 2022, today’s young adults associate themselves with progressive ideals but also a sense of vulnerability.”

“Gen Z young adults prioritize mental health and well being, and smart brands are using their platforms to support and advance constructive mental health conversations.”

“Gen Z young adults want brands to do more but are not naive: They are more likely to say that businesses should take the lead on solving key issues in culture and society, but also acknowledge that brands capitalize on said social issues as a way to sell more.” 

“Today’s youth are more serious, less optimistic and more savvy, and brands need to acknowledge this in their marketing strategy if they want to succeed.”