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 […]
Category Archives: Branding
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 […]
Programmatic is a mess
“From that fraction of ads that were matched, PwC found that, on average, nearly one in six (15%) of advertising pounds spent on these ads are being lost in the […]
How easy it is for plagiarised news sites to get ad revenue?
Great story by a CNBC reporter on how easy it is to attract paid advertising to a fully plagiarised website. One more reason to seriously consider original content on your […]
Marketing in a time of a crisis – getting ready for the rebound.
Among the many changes driven by Coronavirus, the pandemic is forcing us to re-evaluate our marketing strategies; it looks increasingly certain that it could bring a recession in 2020-2021 after […]
Marketing & communications at the time of a crisis – my CMA webinar
Coronavirus is forcing marketers to re-evaluate their strategies during the crisis and it looks increasingly certain that it will bring an exogenous recession in 2020-2021. While no two downturns are […]