Hereâs a simple but powerful question I ask every time I review a media plan with a brand team: đ How did the idea inform this media strategy? Most media plans start with audience behavior:What do our customers watch? Where do they scroll? When are they most...
For years now, many in the advertising world have been ringing the death knell for television. âTV is dying,â they say. âNobody watches anymore.â âItâs all about digital now.âBut what if I told you that a lot of whatâs been said about the value of...
As a branding strategist, I donât typically advocate isolating marketing as a siloed functionâat the executive level, business goals should transcend departmental boundaries. Whether it's revenue growth, customer loyalty, or market leadership, the goal is the goal. How we get there should be driven by...
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 â and you end up completely lost? Thatâs exactly what happens when I see a strategy packed with multiple insights. Letâs be real: A great strategy needs ONE insight â no...
Thereâs a big debate happening in marketing right now. Some people argue that a marketerâs main job is to drive the business â bring in sales, hit the numbers, boost short-term performance. Others say itâs to build the brand â create emotional connections, increase loyalty, and make...
Weâve all heard it: âTV advertising isnât what it used to be.â In the age of TikTok, YouTube, and programmatic everything, itâs easy to think TV is yesterdayâs news â expensive, clunky, and hard to measure compared to sleek, digital-first campaigns. But hereâs 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...
Whatâs the best brand line Iâve ever come across? Itâs not one youâll find in a slogan. Itâs what you experience the moment you walk into Disney. Disney has used taglines like âThe Happiest Place on Earthâ or âWhere Dreams Come True,â but thatâs not what makes it...
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,...