7 Ways You're Fooling Yourself While Calculating Brand Value

Brands can't resist the allure of large, boastful numbers, especially if easy to achieve. High profile premium placements, such as on Snapchat and Instagram confer instant brand leadership and a flood of impressions.

Brands can’t resist the allure of large, boastful numbers, especially if easy to achieve. High profile premium placements, such as on Snapchat and Instagram confer instant brand leadership and a flood of impressions.

Certainly impressive at the agency award ceremonies, but quickly forgotten when the applause and alcohol wear off.

These are the 7 common ways that brands fool themselves by inadvertently inflating their brand value:

1. Relying upon paid media to carry the impression load

Especially on Facebook, a paid impression is not worth as much as one

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