Blog

Marketing today is difficult. Every sector and specialty produce more content, making it difficult to compete and stand out. The constant bombardment of information shortens people's attention spans.

However, you might achieve good results using the content you already have. One way to accomplish this is by including visuals. One image may become multiple, so you can easily update different channels.

Setting your brand up for success during a recession means going against what’s intuitive and requires you to trust the process. Increasing ad spend when the economy is facing uncertain times is counterintuitive, but the evidence shows that this is the smart thing to do. The success of your brand after a recession depends largely on what you do before and during.

How Brands Grow: What Marketers Don’t Know made waves when it was first released. The now-ubiquitous book by Byron Sharp is based on empirical research covering market share, brand equity, price promotions and advertising. Sharp challenges many traditionally held marketing beliefs – from the value of loyalty and the effectiveness of targeting to the importance of reach.

Sharp’s evidence-based marketing research continues at the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, the world’s largest marketing research centre, where he and his team work with some of the biggest international brands, from P&G and Unilever to PepsiCo and McDonald’s…