Brand & marketing
So, let’s be clear, because the nuance of Field and Binet’s work is often lost on those critiquing it. The ‘long’ and ‘short’ are not as binary as the authors portrayed them to be. Not because the godfathers of effectiveness were naïve about these things, but because they were trying to create clear conceptual daylight that would help marketers avo
... See moreMark Ritson • There’s No Such Thing as ‘Performance Branding’ Marketing
Category Problems
- Marketing people have opportunities to look at category problems that don't have a media budget attached.
- New technology negatives are salient while positives are invisible.
- New and frightening things are scarier than old things.
- Range anxiety in electric cars has two components: range and anxiety.
- It's cheaper to reduce anxiety than
Uncensored CMO • Rory Sutherland on Why Marketing Is the Answer to Economic Growth
Define the job, not the situation — Do not define the core functional job as a situation a customer finds themselves in. Instead, define the job around what the customer decides to do (get done) in that situation. You might be looking for something to do while waiting in line at the doctor’s office. However, looking for something to do is not the j
... See moreMike Boysen • How to Get Results From Jobs-to-Be-Done Interviews
The first axiom is: it is impossible not to communicate. In other words, we don’t just communicate when we choose to speak or send out a message; in fact, we don’t only communicate when we intend to communicate. You can see the truth of this if you consider, for example, how you might interpret someone else’s failure to return a phone call – especi
... See morePaul Feldwick • The Anatomy of Humbug
Psychologically, she hopes this new data will help marketers take a new perspective on growth and to also understand that in growing a brand and gaining new customers, they’ll also likely keep the customers they have. “It’s not an either/or trade off. Going for acquisition doesn’t mean your customers are going to start walking out the door. It just
... See moreMichaela Jefferson • Customer Acquisition Is the Only Viable Growth Strategy in B2B, Says Ehrenberg-Bass’s Romaniuk
Brand is another word for image, which is another word for reputation. And that’s a lesson in how you build a brand. You take the truth and deliver it in a surprising, creative way.
Dave Trott • No-One Reads the Small Print
As described by Binet and Field in their effectiveness research, fame is the biggest driver of commercial impact and fame advertising made “people feel differently about the brand…in a way that inspired them to share their enthusiasm on and offline.”