If you build a brand without considering its use you’re wasting your time
Borrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
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Reach: Consumers aren’t sat at home thinking about brands
Brands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
«people are sitting at home thinking about what a brand thinks or believes on a certain issue is not true”.»
The place where your ad is seen is as important as what it says
Context-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
Mark Ritson: Why Gary Vaynerchuk is wrong about media
Except for the Super Bowl, people no longer watch television – or so says marketing guru Gary Vaynerchuk. Accordingly, marketers should spend all their budgets on social media and Super Bowl commercials. Not so fast, cautions professor Mark Ritson in this Marketing Week column. Vaynerchuk, he argues, bases his advice on personal experience rather than facts. Although Ritson is condescending in some parts and vulgar in others, his data-driven rebuke should convince marketers to take Vaynerchuk’s advice on advertising budgets with a grain of salt.
Forget personalisation, it’s impossible and it doesn’t work
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
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