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One of the most vexing issues facing intellectual property attorneys is establishing a value after a trademark has been infringed or diluted or sold, or when an organization wishes to arrange a licensing fee. Yes, a brand may be the most valuable asset of a company. But what is the trademark worth? Click to read the following White Paper: A trademark can't be valued as a brand.

Gelb, with Gulf Research, our joint venture with Gulf Publishing Company, has tracked Oilfield Service Brand Equity since 2003 and is the recognized definitive measurement of an oilfield service company’s performance for serving clients, building customer loyalty, and commanding premium pricing. One important sector being tracked is the differing attitudes and priorities amongst different areas of responsibilities (AOR).

Are brands truly assets that enable their owners to generate superior returns over time? If the answer to this question is yes, then effective brand-building efforts that enhance the value of a brand should in turn enhance shareholder value. And unlike other competitive advantages such as cost, location or technology where gaps between multinational firms are eroding at an increasingly rapid pace, brands hold the promise of providing a competitive advantage that is sustainable in the longer term

Gelb Consulting Group was honored by the American Marketing Association with a Crystal Award. The event was held Thursday, May 20th at the Hyatt Regency Houston. Gelb Consulting Group picked up the award for Qualitative Research Project - Gyn Center Patient Experience at MD Anderson. About the Crystal Awards The Crystal Awards is AMA Houston’s premier event, honoring Houston’s best marketing work. What sets the Crystal Awards apart from other awards programs is that it is ...

One of Gelb’s own has been recognized in the Houston Business Journal’s “40 Under 40″ list. It is our pleasure to announce that John McKeever, president of Gelb Consulting Group, is one of 40 prominent Houston leaders in this year’s list.

While technology has given the oil and gas industry many new tools for communicating and disseminating new information, there is nothing more preferred than the face-to-face meeting between a spokesperson and a client. Trade shows are a great medium to interact with customers and demonstrate technologies.

The Multidisciplinary Prostate Care Clinic at M. D. Anderson highlights Gelb's work with experience mapping to take action on patients' functional and emotional needs. Review the article here.

One purpose of marketing is to identify customers’ needs and consequently determine the best way to meet those needs. However, it is nearly impossible for organizations to satisfy every customer’s unique needs. Instead, it is more efficient to allocate resources to target specific groups of customers. Because customers’ needs vary, marketers must identify common needs within similar groups of customers and recognize distinctive needs between different groups of customers. This ...

Marketing organizations can demonstrate value in customer acquisition and retention using CRM systems like Salesforce.com. This article outlines Gelb's approach to needs assessment, configuration and long-term implementation.

“Characterize a day in the life” of a patient is what Gelb Consulting Group set out to do in studying the experience of a skin cancer patient at the University of Michigan Health System in Ann Arbor. In mapping the patient’s journey, the Houston-based strategic marketing firm studied all the various interactions – or touchpoints – that the patient had with staff, the physical environment, and written communications. Click here for a reprint of this article ...

Gulf Research study finds stereotyping still prevalent in oil and gas industry.

Effective experience management recognizes the contributions of departments such as planning and strategic support, human resources, and IT to the effectiveness of those with customer-facing roles.

Insights from Strategic Health Care Marketing showcasing University of Michigan Health System and Gelb experience mapping.

While the desire to design a well-thought out strategic marketing plan exists, resource and time constraints curtail companies from putting their marketing efforts in the strategic framework needed to guide them in carrying out their plans thereby ensuring success.

Jim Macksood of the University of Michigan Health System and John McKeever engaged in a comprehensive experience mapping process involved patients of the University's Skin Cancer program.

Online - a.k.a. Web - or Internet-based - surveys have become the dominant mode of quantitative market research in such a short period of time that the ramifications on the industry are only now becoming apparent. No doubt remains on the proliferation of online research: One of the most recent surveys of market researchers - Research Industry Trends' 2006 Report, comprising 600 respondents - reported, "More than half of those on the academic or client side now rely ...

Both Marketers and attorneys can help protect a company’s intellectual property. A marketing vice president, by no means atypical, finishes his “rounds” at an industry trade show and shakes his head. “We’re the leader in our category,” he says. “So when I go from booth to booth, I see competitive products that look like ours, are packaged like ours, with names that seem like ours, and one competitor promotes its brand with brochures that track what ours say.” His next thought may be: “Let’s ...

M. D. Anderson Named as U. S. News & World Report Top Cancer Hospital Gelb Consulting Group commends M. D. Anderson Cancer Center for their recent honors by U. S. News & World Report. They were ranked as America’s best hospital in the specialty category of cancer. M. D. Anderson ranked in several other specialty categories including: No. 2 in Ear, Nose & Throat No. 12 in Gynecology No. 23 in Digestive Disorders  ...

If your company is naming a new product line, it probably would not be wise to use the “X” letter, as in XFL, X-Men and such X-marked products as Microsoft’s Windows XP system and Nissan’s Xterra model. In fact, last year companies filed 1,000 requests for X-marked trademarks with the U.S. Patent and Trademark Office, says Ternell Kearney at the trademark search firm CCH Corsearch. As the “X” names demonstrate – in the technology field especially, with its emphasis on tech-sounding prefixes ...