Brand & marketing

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

Embrace Risk

• Embrace risk-taking for a fulfilling life.


• Fear of failure and social judgment often holds us back from bolder decisions.

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

They advocate an alternative strategy, ‘distinctiveness’, which is about increasing the visibility of the brand in its competitive environment and making it look more recognisably itself.

75. The world is too full of average communications for brands. Don’t add to the ‘cultural landfill’. Thank you David Golding

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.”

Loyalty's Limits

• Customer churn due to uncontrollable factors like death or relocation necessitates continuous acquisition of new customers.


• Loyalty programs have limited impact on growth and focusing solely on loyal customers can hinder profitability.

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

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.