Sell brand building to finance in cash-flow language, not brand-love language
Sell long-term brand building to finance in the same hard-edged business language as short-term activation: sustained cash flows, sustained profits and enhanced short-term performance. Measuring in awareness or 'brand love' will always lose to a promise of conversions and cash.
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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 isWarningBig brands that market like small brands become small brandsWarning'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 there