Advertising - Page 4 of 77 - Branding Strategy Insider

How Brands Can Earn Attention

September 30, 20244 min

Attention matters. Marketing doesn’t work unless and until consumers pay attention. As the Advertising Research Foundation summed it up, attention is the “crucial bridge” between ad delivery and ad impact. How attention works and how to measure it are front and center nowadays, with big initiatives by trade groups like the ARF, WARC, IPA, MRC, IAB and, unsurprisingly, The Attention Council, and by practitioners such as Kantar, Dentsu, Infillion, Microsoft, GroupM and Google, among others.

by Walker Smith

Brand Management

Remembering Marketing Pioneer Larry Light

July 29, 20243 min

I was lucky enough to begin my career in market research before the final curtain came down on the Mad Men era of marketing. I never knew any first-generation Mad Men, but I was tutored by their next-generation protégés and apostles. One of whom was the legendary Larry Light.

by Robert Wheatley

Brand Marketing

The Age Of Post-Funnel Marketing

July 24, 20245 min

For the last 50 years CPG and retail brand building has been focused on chasing awareness. The theory is that top-of-funnel recognition will lead to consideration, and if the brand is persuasive while spiraling further down the funnel, a consumer purchase will occur. Leave it to the impact of evolving culture and the presence of existential, environmental threats to shift behaviors and push the funnel off its pedestal. A distinctive new path to brand building...

by Dan White

Brand Marketing

A Framework For Assessing The Potential Of Creative Ideas

July 15, 20243 min

The following framework is helpful when assessing the potential of creative ideas.

by Walker Smith

Brand Management

New Lessons From New Coke

July 11, 20243 min

Remember New Coke? Most people remember it as a cautionary tale that goes something like this. In 1985, Coke changed the taste of its classic namesake brand with a new formula — informally dubbed New Coke — that was instantly rejected by consumers. Thoroughly chastened, Coke did an about-face, took it off the shelves and brought back the original. Even so, Coke was hurt. Moral of the story? Pay attention to consumers. And don’t mess...

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