Innovate or Renovate?

All of the key principle here at Middlegame got our start in sales and marketing at The Coca-Cola Company, aka what insiders simply call “The Company.” We preach many of the do’s and don’ts we’ve learned over the years with … Continue reading

Understanding the Value of the Brand Versus the Value of the Brand’s Price Position

Recently, Middlegame leveraged our novel tool, the Competitive Interaction Analysis (CIA)®, for a very unique purpose. A Middlegame client wanted to a more customer-based evaluation of brand equity. She had worked with other researchers applying conjoint analysis, but was worried … Continue reading