Brands Face New Levels Of Consumer Anger
January 8, 20255 min
An angry undercurrent of frustration with brands haunts the marketplace.
NEW THINKING
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Advertising - Branding Strategy Insider
Advertising needs to be emotionally absorbing. Otherwise, it’s irrelevant, stale and ineffective. The mind is geared to filter out stimuli, requiring emotion to achieve breakthrough. How big is the challenge of trying to secure the awareness – let alone the enduring emotional engagement – of consumers? Huge, of course. People are awash in information and glad to tune out what they don’t need, which is why it is increasingly difficult to create a successful ad.
Start Your Marketing Job Search Here
November 13, 20244 min
Navigating the competitive job market can be challenging, especially in the fast-evolving world of branding and marketing. For those seeking an edge, Branding Strategy Insider + Jennie Johnson provides AI-powered career coaching that supports you through every phase of your job search—from discovering the perfect roles to nailing the interview. With insights tailored specifically for today’s marketing industry job market, our advanced search tools help you make a mark in the four ways it matters...
How Brands Can Earn Attention
September 30, 20244 min
Attention matters. Marketing doesn’t work unless and until consumers pay attention. As the Advertising Research Foundation summed it up, attention is the “crucial bridge” between ad delivery and ad impact. How attention works and how to measure it are front and center nowadays, with big initiatives by trade groups like the ARF, WARC, IPA, MRC, IAB and, unsurprisingly, The Attention Council, and by practitioners such as Kantar, Dentsu, Infillion, Microsoft, GroupM and Google, among others.
Remembering Marketing Pioneer Larry Light
July 29, 20243 min
I was lucky enough to begin my career in market research before the final curtain came down on the Mad Men era of marketing. I never knew any first-generation Mad Men, but I was tutored by their next-generation protégés and apostles. One of whom was the legendary Larry Light.
The Age Of Post-Funnel Marketing
July 24, 20245 min
For the last 50 years CPG and retail brand building has been focused on chasing awareness. The theory is that top-of-funnel recognition will lead to consideration, and if the brand is persuasive while spiraling further down the funnel, a consumer purchase will occur. Leave it to the impact of evolving culture and the presence of existential, environmental threats to shift behaviors and push the funnel off its pedestal. A distinctive new path to brand building...