NEWS5 February 2015

Ameritest launches brand consulting division

News North America People

US — Communication research company Ameritest has established a brand consulting division based in Chicago and led by Ralph Blessing.

Ralph Blessing (pictured), whose prior experience includes SC Johnson, Helene Curtis, Unilever and GfK said: “In order to get the creative execution right, the brand strategy must come first. Images and emotions created by advertising must meaningfully connect the brand to consumers’ long-term memories so that they stick with them at the point of purchase.”

Ameritest’s founder and CEO, Charles Young, said: “Smart advertisers don’t just engage or entertain the consumer; they advertise to build their brands and drive profitability.”