Luminor Featured On "World's Best Branding Agencies" Program

Forbes Magazine chairman, Caspar Weinberger, and two senior editors also appeared on the program.

Speaking on the program, Wilbur said, "The greatest marketing mistakes are being made every day by most companies by not holding their marketing accountable." Even worse, companies that do apply some measurement to marketing often make three fundamental mistakes, according to Wilbur. 1. They get hung up on the actual numbers instead of which way they're trending over time. 2. They measure the results of the tactic, but don’t calculate its impact on brand value. 3. They eventually get complacent and stop requiring metrics for every marketing investment.

But, those companies who have mastered the art of capturing the right marketing metrics are either the industry leaders of today or those who will be tomorrow. "You don’t have to be a genius to dominate your market," said Wilbur, "you just need to make every marketing program and tactic smarter than the previous one. Marketing metrics provide the perfect catalyst for continuously improving your marketing effectiveness."

Word on the street is that every American flight during the month of July had passengers powering up their cell phones upon landing and it wasn't so they could check their voice mail.

Luminor CEO Featured on "Branding Legends" Program

Also interviewed on the program are Regis McKenna; Sergio Zyman, former Chief Marketing Officer for Coca Cola; Al Ries, popular marketing author and speaker; Phil Dusenberry, Chairman and CEO of BBDO North America; John Eyler, Jr., CEO and Chairman of Toys “R” Us; Steve Forbes, publisher and former presidential candidate; Mark Goldstein, chief marketing officer of Fallon Worldwide; Sumner Redstone, Chairman and CEO of Viacom and Henry Silverman, Chairman and CEO of Cendant.

The common perception is that branding is advertising, according to Wilbur, but he went on to explain that advertising is just one way to communicate your company’s message. There are plenty of advertising messages that don’t use branding. However, "advertising without branding is like chicken soup without chicken," said Wilbur, adding that it is just as critical to have tight branding messaging in PR, website, brochures and every thing else executives do to market their companies.

Over a 25-year career, Luminor's CEO has provided brand and marketing counsel to such marquee global brands as Microsoft, HP, Alcoa and Sony. He is a frequent speaker and seminar leader on marketing topics at conferences and professional associations around the western US. He is also the co-author of an upcoming book on marketing metrics, and is currently working on a book on loyalty marketing.