Friends, Family and Algorithms – A Winning Combination for Your Brand?
Oct30

Friends, Family and Algorithms – A Winning Combination for Your Brand?

Ever wonder how powerful it is for people to share advertisements on their social media? And does that make viewers more likely to buy something if someone personally recommends the product to them…

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How Large is the Influence of Influencers
Oct04

How Large is the Influence of Influencers

How do you become a ‘cool’ brand? You certainly can’t just claim that you’re ‘cool’ – that is decidedly un-cool! One increasingly popular way to build the cool-factor is by paying social media influencers to promote your brand. After all, they have the credibility and coolness built-in, and an endorsement from an influencer must be more powerful than an ad coming from a marketer, right?

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Distinctive Brand Assets Supercharge Advertising Performance
Oct01

Distinctive Brand Assets Supercharge Advertising Performance

Why do some ads and campaigns succeed, and others fail to engage and persuade? That’s a question with no single, easy answer. However, there is one surefire way to increase the odds that your brand’s advertising will pack more power in the long run. The secret: create, build, and nurture ‘Distinctive Brand Assets’…

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Is Advertising Research Focusing on the Wrong Side of the Equation?
Sep21

Is Advertising Research Focusing on the Wrong Side of the Equation?

For advertising to succeed, the creative content matters. Of course it does; few would argue that good ads are not more effective than mediocre, or bad, ads. But looking at all the emphasis on media placements in in-market advertising research, you’d think media placement issues are all that count.

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P&G Made These Digital Advertising Measurement Mistakes So You Don’t Have To
Mar28

P&G Made These Digital Advertising Measurement Mistakes So You Don’t Have To

Marc Pritchard, chief brand officer for Procter & Gamble, is pulling no punches in admitting to P&G’s mistakes in digital advertising. How’s this for real talk? “As we all chased the Holy Grail of digital, self-included, we were relinquishing too much control – blinded by shiny objects, overwhelmed by big data, and ceding power to algorithms.” Pritchard’s reputation as a marketing leader and digital...

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Do You Know the Defensive Impact of Your Advertising?
Mar27

Do You Know the Defensive Impact of Your Advertising?

Shifting consumer behaviors, a changing media landscape, and widespread category disruption have placed many brands on the chopping block. The good news: Advertising is saving endangered brands – whether they know it or not. The bad news: In most cases, they don’t. If you don’t realize your ads are helping stem even more devastating losses, a host of mistakes will be made. Whether it’s ditching a campaign you...

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