August 25, 2010 » What Determines Loyalty to a Brand? For Apple Loyalists its Emotion

Brand loyalty is not a new or novel concept in the land of marketing.  But, why are people loyal to a brand?  Is it out of your sheer need for that product or service?  Is it value? Quality? Heritage? Or does your brand loyalty only extend as far as buying said product because it’s the

April 27, 2010 » Branding: What is Brand?

NIKE. Coke. Budweiser. What do these powerful brands have in common? Each is a single entity that lives in the minds of its target audience(s). Each captures qualities both rational and emotive.

At Compass, we believe that a brand is not a benefit, a formula, a name, or a logo. A brand is a contract with your targets.

April 2, 2010 » The iPad Cometh, Should Pharma Care?

The iPad has been one of the most anticipated gadgets to come about since the iPhone in June, 2007. To quote the Wall Street Journal, “Last time there was this much excitement over a tablet, it had some commandments written on it.”

March 22, 2010 » Project Delivery: 3 Ways to Avoid Costly Overruns

Top of mind for each of our clients is achieving a high-value result that is both timely and delivered within ever-tightening budget constraints. At Compass, we are constantly evaluating our delivery process to uncover ways to increase our efficiency and timeliness. We also do our best to educate our clients on how they can help. The following are three quick tips I can offer from experience in managing the delivery of interactive programs for nearly 15 years.