For the past century, technology has influenced the way we perceive, experience and manage brands. It has enabled them to evolve. This evolution continues and is even more obvious today. It has rendered traditional brand management tools and methods woefully inadequate, yet they remain in use. No consensus has formed within the digital marketing community on what constitutes meaningful brand performance, much less standards for measuring it.

Digital Brand Labs was founded to study this evolution and develop a new mindset: The true measure of online brand performance is its causal effect on financial performance.

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