Over the years, I have had the privilege of collaborating on some very significant studies whose results have been published in peer reviewed journals and white papers. I thought it would be a good idea to put my most impactful work all in one place for easy download, and no gating!
From these efforts, a new science of targeting has emerged, a new and powerful framework for building strong brands, and tools for success in a digital age. I wanted to make these available to the industry. All the images below are clickable, and will let you download the corresponding pdf.
These papers present critical ideas for marketing success in a digital age:
–the fallacy of reach-based media planning and the upside to targeting done right
–the secret to sustaining and building brand market share based on uniquely held beliefs (yes there ARE strong brands and weak brands)
–how to understand which digital upstream metrics are most important at driving successful outcomes
–how to separate the wheat from the chaff when it comes to third party targetable segment IDs
–the enduring power of TV advertising even in a digital age.
–the power of brand loyalty and understanding who your direct competitors truly are
Please help yourself…I hope they give you food for thought and maybe even disturb your world view a little. And if you want to stay informed of the latest in disruptive thinking, please sign up for my newsletter and follow my blog.
My most popular work…
Getting marketing right in a digital age…
Other brand and media insights
Marketing Science Papers on brand elasticity and market structure
My newest additions…Behavioral economics and how Global CMOs can manage brand equity of the master brand