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.
Jul
18
Behavioral economics explains why surveys sometimes give ridiculously wrong answers and 7 tips for how to avoid pitfalls
May
29
Mental models in marketing are often incredibly wrong and lead to disastrous decisions. The trick in separating sea changes from mythical sea monsters is to turn the mental model into a theory comprised of measurable hypotheses.
Apr
9
Improve digital marketing with new ROI metrics, Google tells CPG marketers
In: advertising, digital marketing, path to purchase, shopper marketing
1 Comment
Google tells CPG marketers, to improve digital performance, move away from sole reliance on marketing mix models towards measuring Key Value Tasks and their downstream impact.
Apr
5
Google flunks CPG marketers…See me after class
In: advertising, digital marketing, marketing, media, path to purchase, retail, shopper insights
5 Comments
In my interview with Google, they flunk CPG marketers, “You get a 3 out of 10”. If you look at where the dollars are still spent, the shift isn’t happening as dramatically as it should. Mentality: I’ll leave it to the next guy to jump off the cliff.