If you want to build a brand that customers loveânot just buyâyou 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 loopâan emotional, non-linear journey of curiosity, consideration,...
In todayâs 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 âefficientâ segments. It feels smart. Clean. Precise. But thereâs a problem: what feels like smart marketing on a dashboard...
Weâve 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...
We now have the clearest evidence to date that attention drives brand outcomesâand 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...
Weâve 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 ÂŁ1.8 billion in advertising spend across 141 brands and 14...
Over the past two decades, humor in advertising has quietly disappeared. And thatâs a big problemâbecause humor works. According to WARCâs 2024 report, âWhatâs Working in Humorous Advertising,â the worldâs most effective ad campaigns have one thing in common: theyâre funnier. Hereâs why that matters to you: 91% of...
Thereâs creativityâand then thereâs Cult Creative. The kind of creative that doesnât 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...
A long time ago, we started telling stories. Before we had words, we painted our stories on cave walls. Stories helped us make sense of the world before we could explain it. They still do. Weâve been obsessed with stories ever sinceânot just for entertainment but for survival, meaning,...
Iâve spent years helping brands build communities. And Iâve seen time and again that the brands winning today arenât the loudestâtheyâre the ones that become part of culture. One of the most powerful recent examples I came across didnât involve a real spokesperson or influencer.. It involved an...
If youâve spent any time analyzing business performance, youâve likely encountered the Pareto Principleâalso 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...