Big brands that market like small brands become small brands
The tactics that get a small brand off the ground are not the ones that keep a big brand at altitude. Big brands envying fast-growing small DTC brands copy tactics built for low bases, high-interest categories and young buyers, and risk marketing themselves into being small.
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StatSpend drives far more of effectiveness than CMOs thinkPrincipleYou control the budget, not the ROIPrincipleAds mostly don't wear out; wear-out is usually a frequency problemCaseAmazon re-ran a two-year-old Christmas ad and it tested exactly as wellCaseA Knorr ad seen about 120 times in Scotland stayed one of the country's best-loved adsPrincipleDisguised repetition is one of the highest orders of creativityWarningCalling one ad a 'campaign' loses what a campaign isWarning'Do more with less' usually means doing less with lessPrincipleSet the size of the marketing budget with finance, not just its allocationPrincipleTriangulate econometrics, experiments and attribution over long time framesCaseOptrex went dark for ten years in one region and the brand nearly died therePrincipleSell brand building to finance in cash-flow language, not brand-love language