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...
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...
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 But in today’s competitive landscape, that view is dangerously outdated.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...
We now have the clearest evidence to date that attention drives brand outcomes—and the implications for digital strategy are huge. In the largest study of its kind, Lumen Research, Havas Media Network, and Brand Metrics analyzed 9,000 brand lift studies to explore the link between attention...
We’ve always said cult brands are built on emotional connection, not just conversions. Now, the data backs it up. A major new report, "Profit Ability 2: The New Business Case for Advertising," was recently released, analyzing £1.8 billion in advertising spend across 141 brands and 14...
There’s creativity—and then there’s Cult Creative. The kind of creative that doesn’t just market a product but moves people. The kind that becomes part of the cultural conversation. The kind that inspires loyalty not with discounts or gimmicks but with meaning. At the heart of Cult Creative is a...
I’ve spent years helping brands build communities. And I’ve seen time and again that the brands winning today aren’t the loudest—they’re the ones that become part of culture. One of the most powerful recent examples I came across didn’t involve a real spokesperson or influencer.. It involved an...
If you’ve spent any time analyzing business performance, you’ve likely encountered the Pareto Principle—also known as the 80/20 rule. Named after Italian economist Vilfredo Pareto, this principle suggests that roughly 80% of outcomes come from 20% of causes. In branding and business strategy, this insight can...