Tag: brand building
There were many prominent themes in the marketing industry in 2019 – data privacy, AI, and social responsibility among them – but the concept set to have the biggest impact on marketing plans and creative choices in 2020 is the return to brand-building (and the shift away from short-termism).
Advertising effectiveness experts Les Binet and Peter Field were the first to introduce the now ubiquitous “60/40 rule”: To be effective, a brand should spend roughly 60% of its media budget on long-term, brand-building activities, and 40% on more targeted sales activations.* Their research also led them to the following conclusion: Short-termism is undermining advertising effectiveness. As the incidence of short-term campaigns has increased, advertising campaign effectiveness has steadily fallen…Read More
What do brands like Ferrari, Apple and Starbucks have in common? Consumers don’t just love their products—they love their brands.
At a recent ACA webinar, Graham Robertson, author of Beloved Brands, explored the concept of building a brand idea and how it helps brands truly connect with consumers.Read More