Brands no longer compete just on features and functional benefits. They are now media, competing for lifestyle, entertainment, and a sense of belonging to build their audiences.
Brands are in a dogfight for purchases. Marketers are misled about building brand engagement by consultants’ stories that retrospectively explain marketing cases with false certainty.
For an ad campaign to pay out, less than 1% of impressions need to have impact, that is, directly lead to a purchase. Accept advertising waste as part of a process that leads to brand success.