For years now, many in the advertising world have been ringing the death knell for television. “TV is dying,” they say. “Nobody watches anymore.” “It’s all about digital now.”But what if I told you that a lot of what’s been said about the value of...
As a branding strategist, I don’t typically advocate isolating marketing as a siloed function—at 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 — 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,...
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...