But in high consideration categories, when people are highly engaged, the proportional effect that marketing has is higher. Consistency No Longer Matters: “One of the biggest marketing skills to master is the art of leaving well alone… Marketers fret about wear-out… Worry more about wear-in.

Prečítať by si to mal každý z oblasti PR a marketingu, odporúčam tiež každému, koho zaujíma svet reklám a komunikácie značky celkovo. How Not to Use Focus Groups: “Expertly practiced groups can give us a uniquely sensitive understanding of people’s relationships with brands and communication. Most minor innovation tends to produce gains that are much smaller than the cost of developing the product. In line with Andrew Ehrenberg and subsequently Byron Sharp's findings, loyalty rates don't differ much between competitors, and pure loyalty strategies are a dead end - brands never grow by loyalty alone. They don't take advantage of the early stages of a market when functional differences are likely to be wider, brand perceptions and habits are less entrenched and it is much easier to expand the market.

People don’t only eat a Kit Kat on a break, but they might think of it because of that association when they’re browsing for snacks in Tesco. In these they set out to bust a lot of myths and nonsense that swirl around marketing and communications by using evidence-based approaches and interesting examples to make their points.

The new age approach suggests we drop the dying and the wounded, and join the new generation of media channels. By becoming aware just how uncertain even the most planned lives are, we can let go of our need to control, learn to be soft, and move with the shifting events. We can quickly strip away a brand's mental availability by not leveraging the distinctive assets (logo, colours etc) that made it famous in the first place.What we get instead is a lot of plugging of their own work, and why it’s better than anything else out there.