5%
PrincipleBrand Strategy
Brand advertising works immediately, but only about 5% of buyers can act on it each week, so effects appear spread out rather than delayed.
Both Sharp and Ritson reject the phrase 'long-term' with CFOs - it implies waiting. The truth per 95/5: brand advertising works immediately, but each week only ~5% of buyers can act, so effects are spread out and lasting, not delayed.
Source
Uncensored CMO: Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on (2026)
Jon Evans (host); Byron Sharp, Mark Ritson
00:39:00
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