The Constant-Sum Game Called Advertising
Advertising campaigns are intended to build brands, but they don’t work in a vacuum. Consumers are bombarded with messages from a variety of brands, most of which are intended to build the advertised brand and to win market share. In fact, advertising typically works as a constant-sum game; one brand’s rise is another’s fall. Given this dynamic, it’s surprising that most advertisers and advertising researchers don’t pay closer...
Distracted TV Viewing: A Growing Threat?
Recent research suggests that nearly 50% of primetime TV viewers are engaging with a second screen during their TV viewing…
How Brands Can Survive the Private Label Threat
There are several trends that have contributed to this dynamic. First, the perceived quality of private label brands has improved, at least in the mind of the consumer. Many shoppers have decided that these money-saving brands still deliver a perfectly adequate product…
