Few leaders would argue the value of having a strong brand. Yet for CMOs, tying brand investment to performance has always been a challenge. We have used measures like aided and unaided awareness, but these can feel soft and at odds with the ground level priorities of an organization. Plus, many companies with low overall awareness have strong businesses, especially in niche markets. So, how can we improve the tracking and measurement of brand? In this second of two episodes on brand and demand, Jiri Boudal, President of Behaio Labs, sheds light on how new technology helps marketers do this - and without breaking the bank either.

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