Inside the Mind of the Consumer
Every time you do a marketing campaign remember… Spectacular failures better lead to spectacular epiphanies.
Decide on and have clear cut KPIs before the campaign. Facebook likes are not a KPI; they are a directional metric, and while important, they do not move the bottom line.
Differentiation | Esteem | Relevance | Knowledge
Any combo of the top (what makes a brand) and bottom (audiences) should fit into one of the four categories to help determine what type of brand you are.