Jennifer Aaker’s 1997 paper in the Journal of Marketing Research introduced a five-dimension framework for measuring brand personality: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. It gave marketers a structured vocabulary for something they had long been doing by instinct, and it became one of the most cited pieces of academic marketing research in the past…
Brand experience tracking is the practice of measuring how audiences move from first exposure to a brand through to purchase, loyalty, and advocacy, using a combination of quantitative signals and qualitative research to understand what is driving that movement. Done well, it tells you whether your brand investments are working and where the friction points…
The McKinsey Global Private Markets Review is an annual report tracking capital flows, deal activity, and emerging trends across private equity, private credit, real estate, and infrastructure. For marketers, it is not a document about marketing. It is a document about where serious money is moving, and that makes it one of the more useful…
The best A/B testing tools for conversion optimization share three qualities: they make it easy to run statistically valid experiments, they surface insights you can act on quickly, and they stay out of the way of your actual thinking. The tool is not the strategy. But the wrong tool will slow you down, muddy your…
Jobs to Be Done is a framework for understanding why customers buy, not just what they buy. Instead of segmenting by demographics or category, it asks a simpler question: what problem is this person trying to solve, and what are they hiring this product to do? The examples that follow show how that question, answered…
Growth experiments are structured tests designed to identify what drives meaningful business outcomes, not just what generates activity. Done well, they give marketing teams a repeatable way to separate genuine levers from noise, and to invest with more confidence at every stage of the funnel. The discipline is simple in theory. In practice, most teams…
The CMO role is one of the most commercially consequential positions in a business, and one of the most poorly defined. At its best, the chief marketing officer sits at the intersection of brand, revenue, and customer understanding, translating market insight into business strategy. At its worst, it becomes a title attached to someone who…
A unique selling point in marketing is the specific, defensible reason a customer should choose your product over every alternative available to them. It is not a tagline, a brand value, or a list of features. It is a single, credible claim that a competitor cannot easily replicate and a customer actually cares about. Most…
Persuasion in marketing is not a single technique. It is a family of distinct mechanisms, each working through a different psychological pathway, each suited to different contexts and audiences. The marketers who understand this are the ones who stop reaching for the same lever every time and start choosing the right tool for the situation…
A product marketing strategy is a plan that connects what a product does to why a specific customer should care, then sequences the activities needed to reach that customer and move them to action. Done well, it aligns positioning, messaging, channels, and sales enablement around a single commercial objective. Done poorly, it becomes a launch…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice