News & Publications

Brand value rarely collapses overnight. It erodes through small, sensible-looking decisions: constant refreshes, short-term measurement, personal reinvention and misplaced creativity. Protecting long-term brand equity requires executive scrutiny, consistency and the discipline to resist change that feels productive but quietly destroys distinctive value.

The real marketing challenge is not choosing between ROI and brand building, but defining return too narrowly. Strong CMOs evaluate every investment while recognizing that pricing power, preference, penetration and future demand may take longer to emerge than clicks or immediate sales.

Les dirigeants d’entreprise disposent d’une opportunité unique de renouer le lien entre consommateurs et marques, sur la base de nouveaux modèles économiques et de création de valeur durable.

Marketers and advertisers are obsessed with young people and ignore the most valuable market in the history of markets — people over 50. Today we’re going to get a little more “granular” and talk specifically about the mystery of why advertisers ignore women over 50.

Insightful post: taking care of heavy users and core clients is fine but don’t forget to reach out to occasional consumers. At ARF conference, Nielsen Catalina unveiled a study which concluded that reach was an important sales driver, accounting for 22% of sales growth; the only factor listed above it was ad creative, with 47%. Targeting … Continue reading In 2017, reach was the buzzword →