A Framework For Assessing The Potential Of Creative Ideas
July 15, 20243 min
The following framework is helpful when assessing the potential of creative ideas.
NEW THINKING
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Advertising - Page 2 of 75 - Branding Strategy Insider
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
New Lessons From New Coke
July 11, 20243 min
Remember New Coke? Most people remember it as a cautionary tale that goes something like this. In 1985, Coke changed the taste of its classic namesake brand with a new formula — informally dubbed New Coke — that was instantly rejected by consumers. Thoroughly chastened, Coke did an about-face, took it off the shelves and brought back the original. Even so, Coke was hurt. Moral of the story? Pay attention to consumers. And don’t mess...
Building Marketing’s Business Partnerships
July 10, 20243 min
For marketing to have a strong influence on the business, it needs to develop close relationships with other business units and external suppliers. This ensures that everyone is focused on delivering a user experience that meets or exceeds expectations.
A Product Is A Product. Marketing Is Culture.
July 1, 20244 min
Three shifts are underway and impacting marketing. How will they affect you?
Breaking Down Attribution: Why It’s Failing Marketers
June 26, 20243 min
A data science colleague and marketing science professor challenged my thinking this week with a provocative statement – he said that “attribution” may have been the worst invention in marketing science.