Me: Hey, Siri. What is laddering?
Brand strategy is not complicated, it’s just the systematic application of the basics all marketers are taught. Here’s a simple way to be sure you’re taking the right steps – in the right order.
When brands struggle, marketers’ first thought is a rebrand or repositioning, but by going back to its roots you can boost sales and retain brand equity cost-effectively.
Concrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the launch of Spotify’s ‘Wrapped’ to discovering which Christmas ads topped the effectiveness rankings, it’s been a busy week. Here is my take.
The effectiveness expert warns marketers to stop “neglecting” price and start thinking like economists.
When marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
A braille newspaper cover takeover, tie-up with Amazon’s Alexa and ITV partnership helped the charity reach more children with its festive message, while also exceeding donor targets by 78%.