Bryan Gernert and George Stewart share their perspectives on how to build brands online and the importance of connecting brands with people based on values, beliefs and attitudes.

Brands and other advertisers struggle with how to best leverage online advertising for campaign objectives other than direct response, such as branding, education, persuasion, etc. By asking people about the values that drive their decisions, Resonate understands why people engage with a brand, campaign, or issue, and uses these insights to deliver advertising to the audience most receptive to an advertiser’s message.

Here are recent articles that provide a deeper dive into the importance of connecting with people based on their values:

Confessions of an Online Media Seller (And Former Brand Guy)
I used to be a brand builder and I loved it. I spent almost 10 years building brands, defining brand personalities and creating "brands as people" with values, attitudes and beliefs. I thought a lot about how to reach consumers who would relate to my brand. Read More
 
Food Advertising 2.0: A Guide to Engaging Consumers Based On Their Values, Beliefs and Attitudes
With so much focus on obesity, sugar and salt consumption, soda taxes and menu labeling, the state of nutrition in the U.S. is top of mind with consumers, legislators, regulators and the Administration. What does that mean for brand advertisers? Read More
 
Q&A’s with CEO Gernert: Time To Crank Up Online Psychographics
As easy as it is to imagine that someone's online behavior tells marketers everything they need to know, it often does not provide any real clues about what they are really thinking.  Read More

5Qs with Resonate CEO Bryan Gernert
CEO Bryan Gernert spoke with DIGIDAY: DATA about the meaning of engagement and the future of audience targeting.  Read More