How Brands Can Escape AI-Driven Sameness
July 22, 20269 min
Bear with me as I wax philosophical. It’s a circuitous path, but it will loop us to AI. So here goes.
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Advertising - Branding Strategy Insider
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
Why Great Products Fail Without Market Engineering
June 2, 20265 min
Each year, research firms such as CB Insights analyze why both startups and new products from mature companies fail. On average, about 80 percent of VC-backed startups fail (and those are the best of the startup world), and somewhere between 40 and 60 percent of new products launched by mature companies also fail. Invariably, the primary reason for failure is “no market need.”
Why Brand Loyalty Beats Customer Acquisition
June 1, 20269 min
It is just astounding that after more than 35 years, some marketers are still using the flawed funnel approach to how advertising works. This is one reason that real, credible, data-supported brand management must be taught in business schools. For decades, we have known that using the funnel approach to advertising, in hopes of building brand loyalty, is a form of mismarketing on a major scale.
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...
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.