Brands represent a huge amount of asset creation from advertising and other brand building investments and marketers need to find a way to make the connection or they will continue to make the wrong marketing investments.
Sep
22
Meet the CIMMs; “Coalition for Innovative Media Measurement”. While Sims try to get through their daily virtual lives, CIMMs are 15 of the largest media and advertising companies trying to kickstart innovation of long-form video measurement across 3 screens; TV, internet, and smaller mobile devices.
Aug
21
When are brand extensions a good idea?
In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment
Marketers want to use brand extension strategies as much as possible today because it is a more affordable way to introduce products but the key is having enough rocket fuel, i.e. brand equity, to get the rocket (i.e. brand extension) off the ground.
Aug
13
Shopper “path to purchase”: a new approach to media planning?
In: advertising, media, retail, shopper insights, shopper marketing
7 Comments
Understanding “Path to Purchase” will change marketing and media priorities. In most cases, it is likely to increase the budget for search, comparison shopping, and particularly in-store shopper marketing vs. using a media habits approach because those places don’t have a big share of media time but they are where the “lean-forward” action is.