Here is the deck I’ve virtually presented earlier today at the London South Bank University. It’s in pdf format (videos have been removed). If you have any questions, just drop […]
Category Archives: Branding
Where Creativity, Data and Performance Meet
“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of creativity to marketing effectiveness. Brand size and creativity are in fact two of the most […]
Brand’s Share of Search
Tom Roach’s articles mentioned on my previous post brings another interesting topic – in addition to the need of balancing short-term and long-term approaches. The topic is Share of Search. […]
Long, Short & Wrong
Fantastic article by Tom Roach, Exec Strategy Director at A&E DDB. Tom clarifies with evidence and examples that it’s not just short-termism to be wrong and rightly getting a lot […]
Differentiation vs. Distinctiveness
If you want to learn more about the difference between differentiation vs. distinctiveness, you should have a look at Jenni Romaniuk’s writings, including her books and her latest post on […]
Can online media build a brand?
I decided to report here, for my and your records, slices of the thread that has followed my post on LinkedIn about online media being overrated as a brand building […]
Double jeopardy law and digital media
The “double jeopardy” principle for brands affirms that market penetration (or market share) and loyalty (or frequency to buy) are strongly related. Large brands have a double advantage: they enjoy […]