Evidence vs Myths marketing laws
Most marketing folklore is unfalsified. These laws name the myths (purpose drives growth, loyalty programs grow brands, differentiation matters more than distinctiveness) and replace them with what large-scale evidence actually shows. Use them to defang bad meetings.
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Evidence vs Myths
The Brand Purpose Law
Purpose matters more internally than in buying decisions.
Kantar, Ehrenberg-Bass Institute
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Evidence vs Myths
The Incrementality Law
Most conversions would happen even without the ad.
Various Research
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Evidence vs Myths
The Law Of Digital Attribution
Digital attribution overvalues the last click.
Various Research
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Evidence vs Myths
The Law Of Over-Optimization
Excessive testing leads to average, forgettable work.
IPA Databank, Les Binet
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Evidence vs Myths
The Law Of Overclaimed Differentiation
Most brands are less unique than they believe.
Ehrenberg-Bass Institute
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Evidence vs Myths
The Loyalty Program Law
They mostly reward existing behavior without changing it.
Ehrenberg-Bass Institute
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Evidence vs Myths
The Messaging Law
A slogan is not a strategy.
Mark Ritson, IPA
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