Once a month I facilitate a discussion on a topic related to brand at the Brand Cafe in Denver. While we have nearly 100 members, the session is limited to 20 people who engage in a dialogue that we are passionate about, brand. This month our topic is "How Do You Measure Return on Brand Investment?"
For the past several years the business world has been obsessed with return on investment (ROI). Like many concepts that create buzz, some marketers have been quick to embrace ROI because they think that by so doing others will think they are "in the know." But, most have yet to develop metrics for determining ROI.
Now comes branding, and the buzz related to it. Because this is still an emerging trend for many organizations and many marketers, return on brand investment (ROIB) is just now getting traction. Tomorrow we will talk shop and share our thoughts on this topic and the brands that we all champion at the Brand Cafe.
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