At the recent IPA Effectiveness Conference, Dr. Grace Kite presented some eye-opening research that should grab the attention of anyone responsible for marketing budgets. When you combine really great creative with really great media planning and buying, you can achieve up to a 4x uplift in...
You know that feeling when someone gives you five different directions to get to the same place — and you end up completely lost? That’s exactly what happens when I see a strategy packed with multiple insights. Let’s be real: A great strategy needs ONE insight — no...
There’s a big debate happening in marketing right now. Some people argue that a marketer’s main job is to drive the business — bring in sales, hit the numbers, boost short-term performance. Others say it’s to build the brand — create emotional connections, increase loyalty, and make...
We’ve all heard it: “TV advertising isn’t what it used to be.” In the age of TikTok, YouTube, and programmatic everything, it’s easy to think TV is yesterday’s news — expensive, clunky, and hard to measure compared to sleek, digital-first campaigns. But here’s the truth:TV has actually gotten...
Branding and marketing are fundamentally different disciplines. They serve distinct purposes, operate on different timelines, and impact your business in unique ways. While they must work together to build a powerful, sustainable brand, failing to understand the difference between them can sabotage growth, dilute your message, and...
What’s the best brand line I’ve ever come across? It’s not one you’ll find in a slogan. It’s what you experience the moment you walk into Disney. Disney has used taglines like “The Happiest Place on Earth” or “Where Dreams Come True,” but that’s not what makes it...
If you want to build a brand that customers love—not just buy—you need to understand how people actually make decisions. Contrary to what many dashboards suggest, purchasing isn't a straight path from ad to cart. It's more like a loop—an emotional, non-linear journey of curiosity, consideration,...
In today’s performance-obsessed marketing culture, optimization feels like the golden rule. We measure, we A/B test, we trim the fat. We narrow our targeting to the most “efficient” segments. It feels smart. Clean. Precise. But there’s a problem: what feels like smart marketing on a dashboard...
We’ve entered a marketing era obsessed with optimization. Media teams are targeting down to the decimal. Audience segments are sliced to the molecule. Programmatic budgets are tweaked daily to squeeze out fractional gains in click-through rates and conversion metrics. And yet, amid all this precision, we continue...
In many organizations, brand is still viewed as the domain of marketing—something colorful, creative, and occasionally nebulous. But in today’s competitive landscape, that view is dangerously outdated. The truth is this: your brand is a financial asset. And it’s time the CFO paid closer attention. A strong...