Advertising - Branding Strategy Insider

Most Advertising Problems Are Not Advertising Problems

April 1, 20265 min

There is much angst about the state of advertising. Various commentators in the industry and in the general media have bemoaned a creativity crisis, which is attributed to everything from short-termism to artificial intelligence to the fragmentation of media. There is some evidence that advertising’s persuasive power has declined in recent years. It is less clear that this decline is attributable to a lessening of creativity in advertising. If advertising fails to deliver results, the...

by Jim Meier

Brand Management

How Eveready Paid The Price For Underinvesting In Marketing

November 12, 20252 min

Seminal research demonstrates that companies who underinvest in branding potentially face an extinction event as diminishing share of market and declining price support make profitability elusive. Even in the best market conditions, brand investments play a key role in deciding outcomes among competitors.

by Mark Ritson

Brand Strategy

Brand Strategy Work Is No Job For Ad Agencies

November 10, 20253 min

The world of marketing has evolved, and today the companies that supply marketing communications and brand strategy are very different. There was a time when ad agencies were also the chief brand builders for their clients. It was called the 20th century. But that era is over and even big and brilliant agencies are no longer qualified to work on brand strategy.

by Jim Meier

Advertising

Years Of Marketing Underinvestment Catch Up To Kraft Heinz

September 4, 20253 min

Kraft Heinz recently announced a planned split into two separate companies with the goal of improving operating performance and accompanying shareholder return for each of the successor entities. This announcement has generated significant coverage in the business and financial press, with much of this coverage focusing on the challenges Kraft Heinz has faced related to changing consumer tastes and preferences. Additionally, many other companies in consumer products have lamented recent softness in consumer spending across...

by Walker Smith

Advertising

Advertising Works By Changing Reference Points

May 14, 20256 min

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful.

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April 1, 2026Most Advertising Problems Are Not Advertising Problems

March 26, 2026How Established FMCG Brands Can Counter Insurgent Brand Threats