Marketing and Research Consulting for a Brave New World
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Oct

21

Why you need to cut your Upper Funnel in half

In: ad waste, addressable marketing, brand building, brand lift, Movable Middle
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Why do marketers wrongly conflate broad reach media plans with brand marketing?

Sep

29

What Oliver Anthony Can Teach Us About Brand Building

In: brand building, brand loyalty, brand marketing, brand positioning, brand strategy, Oliver Anthony, Primal Branding
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By all known yardsticks for what a brand is, Oliver Anthony is more than a performer, he is a brand.

Jul

27

Why marketers should not ignore brand loyalty

In: brand loyalty, Dunkin Donuts, Markov repeat rates, MTA, Repeat rate, shopper journey, Starbucks
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Brand loyalty matters more than just about anything to profitable brand growth. Here are 5 reasons and actions to take

Oct

3

The short and long of advertising…what marketers and researchers need to know

In: addressable marketing, advertising, brand marketing, media planning, performance marketing, The MMA
Comments Off on The short and long of advertising…what marketers and researchers need to know

Long vs. short term effects of advertising come from different consumers. Are you tracking campaigns the right way?

Apr

15

Framework for managing brand vs performance advertising

In: advertising, brand equity, brand marketing, performance marketing, Product life cycle
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The same ad unit cannot be optimal for both performance and brand marketing. How to decide what your brand needs now via an ad guidance system.