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 sectors from 2021 to 2023. When presented, marketers sat silently, scribbling notes nonstop for an hour.
Here’s what stood out—and why it matters for CEOs serious about building long-term brand loyalty:
Long-Term Branding Delivers the Biggest Payoff
💡 60% of advertising impact comes from long-term brand building.
Sound familiar?
That’s the same 60:40 rule from Binet & Field. The best ROI isn’t overnight. It’s over time.
Want a loyal customer base? Tell a compelling story. Build meaning. Be consistent. Harley, Apple, Nike—none of them scaled through short-term hacks.
Stop Thinking in Terms of “Performance Channels”
No channel is purely for performance or brand.
Instead, ask:
- How fast do I need a payback?
- What scale am I after?
- How efficient is this channel for my goals?
Cult brands treat every media decision as strategic, not tactical.
Traditional Channels Still Win
TV. Print. Audio.
These came out on top in effectiveness. Yet brands are shifting away from them every year.
Want the insider move for startups? Use radio.
Affordable. Intimate. Mass reach. It’s a wide-open opportunity few are taking.
Know Your Category Dynamics
Don’t copy the biggest brand in another industry.
The research dives into how ad performance shifts by:
- Gross margins
- Innovation pace
- Purchase cycles
- Distribution strategy
Cult brands are self-aware. They build media strategies based on where they play—and how customers behave.
Bottom Line for CEOs:
This research confirms what we’ve seen for decades:
🧠 Long-term thinking creates brands people love.
💬 Performance comes from meaning, not manipulation.
❤️ Media works best when your message comes from the heart.
So—what story are you telling?
And are you giving it enough time to matter?