Inspiration from Detroit

There was a great article in Ad Age today about Ford focusing on the top of the funnel to gain share in the current market and improve their long-term competitive position.  Ford and other forward-thinking marketers realize today’s market conditions are temporary, but their brands are long-term assets.  Maintaining proper balance throughout the purchase funnel even during this critical, challenging time can build significant equity in a brand as competitors over-focus on the bottom of the funnel.  As Ford has shown, increasing brand equity can yield measurable benefits now even while positioning a brand to accelerate into the inevitable recovery.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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