Ethan Decker started a Twitter thread: « Brands trying to ‘own’ category attributes are pushing water uphill, esp in mature categories, esp without unique & protected IP. » Continue reading “What Attributes Can Brands Really Own?”
Emotional advertising tends to produce much bigger effects in the long term
Les Binet posted a YouTube video titled Winning Hearts, Winning Business.
Summary: Sales activation works, but the effect is short-lived. To grow, you need both activation and long-term brand building. Key to building brand is memorability. Key to memorability is emotion.
Continue reading “Emotional advertising tends to produce much bigger effects in the long term”
The Wrong and the Real of the Long and the Short
Dr. Grace Kite wrote a blog post on Gracious Economics titled The wrong and the real of it. Continue reading “The Wrong and the Real of the Long and the Short”
Coca-Cola to weed out the poor performers
Molly Fleming wrote an article for Marketing Week titled Coca-Cola to cut ‘zombie brands’ as it looks to ‘weed out’ the poor performers. Continue reading “Coca-Cola to weed out the poor performers”
The Wrong and the Short of it
Tom Roach wrote an blog post titled The Wrong and the Short of it. Continue reading “The Wrong and the Short of it”
Seven Dumb Ways for Marketing to Die
David Wheldon, CMO of RBS, presented Seven Dumb Ways for Marketing to Die (15:33 video). The presentation was given during WFA’s Global Marketer Conference in March 2016 in Kuala Lumpur. Continue reading “Seven Dumb Ways for Marketing to Die”
Supermac’s vs. McDonald’s trademark case in EU
BBC News published an article titled McDonald’s loses second ‘Mc’ trademark case against Supermac’s (6 August 2019). Continue reading “Supermac’s vs. McDonald’s trademark case in EU”
Brand babblers
Bob Hoffman wrote a blog post titled Branding and Grandstanding. Continue reading “Brand babblers”
Marketing in a supply constrained situation
Cheryl Calverley from an article for MarketingWeek titled In these times of crisis, marketers must bow down to the COO (27 March 2020). Continue reading “Marketing in a supply constrained situation”
Advertising in a Downturn
The London-based Institute of Practitioners in Advertising (IPA) published a PDF titled Advertising in a Downturn: A Report of key findings from an IPA seminar (March 2008). Continue reading “Advertising in a Downturn”
Articles of Interest 