The Longevity Of Advertising Effectiveness
December 14, 20232 min
Do ads wear out? The short answer is no. If they do, it takes a lot longer than most brand/agency teams think.
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Advertising - Page 3 of 71 - 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.
Brands: A Reflection Of Their Customers
November 13, 20238 min
Whether the role of brands in people’s lives is for the better or for the worse is a long-running debate. The most influential anti-brand voice of recent vintage is journalist and social provocateur Naomi Klein, who shot to fame on the cusp of the new century with her bestseller, No Logo: Taking Aim at the Brand Bullies, in which she denounced global brands for distorting markets, culture, work and even consumerism itself.
CMOs Succeed By Telling The Story Of Business
November 6, 20235 min
Much has been written about the role of the Chief Marketing Officer (CMO). Industry data suggests CMO tenure is short and becoming shorter. Some firms have experimented with eliminating the position or renaming it with terms like Chief Growth Officer and Chief Brand Officer. Academic studies offer mixed results about the value of the CMO. It is also clear that the way the CMO role is defined, like the marketing function itself, is different across...
How Bad Advertising Helps Competitors
October 23, 20233 min
The results here come from a 2016 Kantar Knowledge Point report about five situations in which Kantar data show bad advertising can help competing brands. In other words, spending your ad dollars on behalf of the competition, not yourself.
Brand Advantage: Become Your Own Archetype
July 25, 20235 min
It has become standard for marketing and communications pros to spin psychologist Carl Jung’s wheel of archetypes, hoping to land on an appropriate story model for their brand. That’s great. But here’s how to level up — the real marketing objective should be to become your own archetype, right?