Long-Term vs Short-Term marketing laws
Sales activation looks productive. Brand building looks soft. The Long & Short of It laws - validated by Binet, Field and a dozen replications - prove the reverse: long-term effects do most of the heavy lifting, and ignoring the 60/40 split costs more than any single bad ad.
Browse other categories
The 60/40 Law
Long-term brand investment typically outperforms short-term activation alone.
The Creative Wear-In Law
Long-term use of creative increases distinctiveness and effectiveness; most ads are pulled before reaching peak fluency.
The Law Of Brand Compounding
Long-term brand investment creates compounding returns over time.
The Law Of Compound Creativity
Creative consistency leads to higher ad quality, stronger brands, and greater profits.
The Law Of Short-Term ROI
Short-term metrics undervalue long-term brand effects.
The Law Of The Long And Short
Brand building and activation do different jobs and require different strategies.
The Recession ESOV Law
ESOV effect is stronger when competitors cut budgets.