Articles by Andrew Pierce:

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)

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)