Insights by Andrew Pierce:

Restore Confidence With Decisive Action [PDF]
By Andrew Pierce

Repairing the damage done to consumer confidence is not going to be easy, and many of the sector’s brands that were once pillars of the community (Lehman Brothers, Bear Sterns, and others) are beyond the task. But the work starts now, and falls to marketing leaders to draw on all the best thinking and resources at their disposal to get the job done. (Marketing News, December 15, 2008)

NHL: Brand Resurrected
By Andrew Pierce and John Conti

The National Hockey League is a remarkable turnaround story serving as a lesson for brand reinvention. (Marketing Daily, February 16, 2009)

Why our Automakers are Eating Competitors' Dust [PDF]
By Andrew Pierce

The U.S. automotive industry presents yet another cautionary tale of how myopic thinking can decimate, if not destroy, brand equity and financial performance, leaving an iconic sector of American business choking in competitors’ dust. (Marketing News, October 1, 2008)

The Advertising Show: Focus on Marketing Effectiveness and Innovation [Podcast]
By Andrew Pierce

Andrew Pierce, Senior Partner, talks about innovation and marketing effectiveness in this segment from The Advertising Show. (The Advertising Show, June 6, 2008)

How to Win the Hearts and Minds of Hispanic Customers [PDF]
By Andrew Pierce and Jorge Aguilar

With the Hispanic population in the US expected to surpass white non-Hispanic inhabitants by 2030, marketers are scrambling for ways to tap into growing spending power while generating loyalty to their brands. Strong, enduring brand loyalty can be built among Hispanics, but not by using tactics that work for white, Middle America. (MarketingProfs, June 17, 2008)

Multiculti Markets Demand Multilayered Marketing [PDF]
By Andrew Pierce

The growth in minority markets is substantial and their potential buying power is even greater.  Marketers who map out the most customer-centric approaches to establish their relevance to these diverse populations will be rewarded with the kind of strong and enduring brand loyalty that drives sustainable business growth.  (Marketing News, May 2008)

‘Quantilitative’ Research & Beyond: New Platforms for Customer Insights [PDF]
By Andrew Pierce

Web 2.0 is doing a lot more than simply facilitating exciting new ways to establish a brand’s relevance with customers. On the marketing science side, it’s driving an equally exciting morphing of methodologies and the ways we use them. In short, we’re seeing a redefinition of the capabilities in the traditional analytics toolbox. (Marketing News, March 1, 2008)

Test and Learn: Prove Relevance [PDF]
By Andrew Pierce

This article discusses the test-and-learn approach to marketing investment and how it helps build marketing credibility while providing a platform for continuous optimization of the overall marketing mix. (Marketing News, 12/15/2007)

Turning Green Into Gold [PDF]
By Andrew Pierce

In this article, Andrew argues that the question for most companies is not if they will take action to make their brands environmentally friendly, but when and the extent to which they will do so. He then discusses what it takes to successfully make green work as a business and brand builder. (Marketing News, October 1, 2007)

The Seven Surmountable Hurdles to Marketing Effectiveness [PDF]
By Andrew Pierce

One of the most pressing challenges marketers face today is finding the balance between the art and science of marketing to create strategies and programs that meet measurable business objectives. It’s called marketing effectiveness, and achieving it is doable – once some surmountable barriers are overcome. (MarketingProfs, April 17, 2007)

Evaluating Marketing Mix Tradeoffs: A Case Study of UnitedHealthcare [Webcast]
By Andrew Pierce

This webcast features Andy Pierce, Senior Partner, and Chris Gibson, CMO of UnitedHealthcare. The seminar discusses Prophet's work with UnitedHealthcare in assessing the effectiveness of their marketing communications efforts and identifying the link between spending on brand building, brand awareness, and member enrollment. (MarketingProfs, October 2006)

Mining Customer Data: Leveraging Customer Insights for Brand-Driven Growth [PDF]
By Andrew Pierce

In this second webcast of a three-part series ("Using Brands to Drive Growth") originally presented to members of the American Marketing Association, Andrew Pierce discusses the different forms (and benefits) of segmentation designed to answer different questions for marketers (Which consumers do I target? vs. Which consumers can I reach?). Segmentation methods are getting more sophisticated — it is vital that marketers use the right methods for the right reasons. To listen to the audio version, play the on-demand webcast.
(American Marketing Association, October 2005)