Doug Garnett wrote a blog post titled Pricing and Complexity (Part 2): Conjoint Analysis Can Undercut Price for Innovations (Feb 9 2020).
Continue reading “Conjoint Analysis Can Undercut Price for Innovations”The Next Feature Fallacy
Andrew Chen wrote a blog post titled The Next Feature Fallacy: The fallacy that the next new feature will suddenly make people use your product (2015).
Continue reading “The Next Feature Fallacy”Don’t Tinker With Your Brand Name
Rob Meyerson wrote an article for Entrepreneur magazine titled Don’t Change Your Brand Name — Unless You Really Have To (June 2, 2022).
Continue reading “Don’t Tinker With Your Brand Name”TikTok and Signal Liquidity
Scott Galloway wrote a blog post titled TikTok Boom (May 20, 2022).
Continue reading “TikTok and Signal Liquidity”brands live inside peoples’ minds
Richard Huntington, Chief Strategy Officer of Saatchi & Saatchi, wrote a blog post titled What is a Brand? (May 7, 2022).
Continue reading “brands live inside peoples’ minds”Conjoint Analysis
Tim Stobierski wrote an article for Harvard Business School Online titled What is Conjoint Analysis and How Can It Be Used?
Continue reading “Conjoint Analysis”Les Binet: Why split brand building and sales activation?
Les Binet wrote a Twitter thread on why to split “brand” and “activation” advertising.
« Peter Field & I recommend that marketers use a mix of “brand building” & “activation” communications. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context. But why split brand & activation at all? Why not do both at once? »
Continue reading “Les Binet: Why split brand building and sales activation?”Brands need to build more than just salience to grow
Nigel Hollis, Chief Global Analyst, Kantar, wrote an article titled Brands need to build more than just salience to grow (3 August 2020).
Continue reading “Brands need to build more than just salience to grow”Hankins Hexagon
James Hankins wrote an article for MarketingWeek titled Forget funnels, here’s a new model for the path to purchase (2 February 2021).
Continue reading “Hankins Hexagon”Profit vs Revenue
Mark Ritson wrote an article for MarketingWeek titled Volkswagen is right to put profit before sales.
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