Marketing Research with a Focus on Patient Experiences
Earlier today I had the pleasure of describing some of the leading research techniques to the NACCDO/PAN marketing group, this year hosted by UNC Lineberger Comprehensive Cancer Center. Our discussion was focused on ways to elicit feedback from patients, families and referring physicians to guide understanding, delivery, and monitoring of the patient experience. Below is [...]
2010 Gulf Research Brand Studies Underway
Marking almost 10 years of providing high quality brand equity measurement to oilfield product and service companies, the 2010 Gulf Research series is beginning production. Our syndicated products continue to be the standard for monitoring and improving brand performance. With the added functionality of our brand dashboard and advanced statistical analysis, companies can develop regional reports [...]
John McKeever Recognized in HBJ's "40 Under 40" List
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 Houston leaders in this year’s list.
Schlumberger Acquisition of Smith Raises Brand Management Issues
In what will likely be one of the largest corporate transactions in the oilfield, Schlumberger announced yesterday that it would acquire Smith International (see World Oil) in a stock deal valued at $10.6 billion (according to www.thestreet.com). While Wall Street was lukewarm about the premium paid for Smith, there are some brand management issues in [...]
Trust at the Center of Brand Performance
Business Week notes that “trust” is evermore important in the current global financial crisis. We couldn’t agree more and have been measuring brand trust for the global oilfield for several years. Gelb’s model is based on a combination of value, difference, and experience, which are all drivers of trust. We are excited at the energy [...]
Highlights from Marketing in the Oilfield Conference
As a moderator and participant in this year’s Marketing in the Oilfield Conference by Gulf Publishing Company, I was very impressed with the turnout and quality of speakers. Over 150 attendees were on hand representing organizations from major oilfield service companies like Baker Hughes and Weatherford, to other marketing managers from companies like Pennwell, Alcoa, and Verizon Wireless. Quite an engaged group!
Highlights from Marketing in the Oilfield Conference
As a moderator and participant in this year’s Marketing in the Oilfield Conference by Gulf Publishing Company, I was very impressed with the turnout and quality of speakers. Over 150 attendees were on hand representing organizations from major oilfield service companies like Baker Hughes and Weatherford, to other marketing managers from companies like Pennwell, Alcoa, and Verizon Wireless. Quite an engaged group!
Leveraging Monolithic Brand Equity
The 2008 Oilfield Service Corporate Brand Equity Study by Gulf Research survey revealed high brand equity scores for oilfield services heritage brands such as Schlumberger and Baker Hughes. What we continually find is that familiarity with a brand is a key requirement for building a strong brand. Our studies also highlight the differentiating attributes that create higher customer loyalty. At Gelb, we have calculated brand equity for oilfield product and service companies for the past several years by examining preference, price premium, satisfaction and familiarity.