Brand Strategy

Good Purpose. Bad Purpose.
During my Brand Management course we discuss Brand Purpose. I am personally an advocate of its use for galvanizing internal focus and cohesion in the organizations that stand behind brands.
That said, one of the most debated topics in the marketing communications field at this time is the value of Purpose led communications.
I shared this article with students taking my course last week and thought many of you would find it a worthwhile read.
Enjoy!

Good purpose, bad purpose: Marketers shouldn’t oversimplify the arguments Brand purpose campaigns underperform 'traditional' marketing on average, but for the right brands purpose will still be the most effective strategic choice.

https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/

Good purpose, bad purpose: Marketers shouldn’t oversimplify the arguments Brand purpose campaigns underperform 'traditional' marketing on average, but for the right brands purpose will still be the most effective strategic choice.

New reasearch out by Ehrenberg-Bass:

“Key findings

When brands stop advertising for a year or more, we find sales often decline year-on-year following the stop (on average, sales fell 16% after one year, and 25% after two years).

The rate of decline is fastest for brands that are already declining before the advertising stop.

Brand size also matters. Small brands typically suffer greater declines than bigger brands.

Bigger growing brands tend to continue to grow after advertising stops for one to two years, whereas the sales trend quickly reverses for small growing brands.”

What happens when brands stop advertising? | Ehrenberg-Bass Institute for Marketing Science The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts.

New research by Ehrenberg-Bass Institute once again highlights the importance of brand building in B2B. Said differently: Brand building creates mental availability of your brand for prospective customers when they enter the market and so creates the potential of future demand. Performance marketing driven by ROI simply captures current demand. Enjoy!

Schulich School of Business - York University

Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products New research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.

How B2B Brands Grow (B2B Institute) with Jenni Romaniuk. This live event earlier today is now available to be viewed at your convenience.

LinkedIn Marketing Solutions on LinkedIn: How B2B Brands Grow with Ehrenberg Bass | 820 comments B2B Institute presents - How B2B Brands Grow - presentation and discussion with Ehrenberg Bass Institute's Jenni Romaniuk on what the main influences ... 820 comments on LinkedIn

Brand Finance rated Taj Hotels as the strongest hotel brand in the world in its 2021 report.

So much to be learned from this renowned business leader and his team

If you missed it live, you now have the opportunity to see the recorded version of my discussion with Mr. Puneet Chhatawal, MD & CEO, India Hotels Company LTD.

Webinar Series: Focus on India - Brand Building in Turbulent Times If you are interested in creating brands that thrive in turbulent times, this webinar is for you. Watch this webinar with Professor Konson and Mr. Chhatwal ...

Don't miss this session on Monday, July 12 at 9:00am EST. It's a great opportunity to learn from the best. Register today!

Are you interested in learning about cutting-edge brand building practices from one of the very best leading global brands? Just two examples:

How to thrive in turbulent times by creating innovative new revenue opportunities through smart and agile management?

How to design brand experiences by leveraging digital technologies to enhance an already world-renowned guest experience to meet the challenges of a pandemic in a manner that further bolsters your guest experience also for the post-pandemic world?

And so much more.

I have the great pleasure to speak again with Puneet Chhatwal, Managing Director &CEO of Indian Hotels Limited (IHCL) on JUly 12 at 9:00am EST. I look forward to seeing you at our session.

Ashley Konson on LinkedIn: Webinar: Brand Building in Turbulent Times - Monday, July 12, 2021 If you are interested in creating brands that thrive in turbulent times, join us on Monday, July 12th to gain key brand building lessons from Puneet Chhatwal...

A noted authoritative voice well worth following on social media.

TV STILL NOT DEAD Maybe you've noticed that the "TV is Dead" morons who've been haranguing us for almost 15 years with their horsesh*t seem to have disappeared lately. As the great Tess Alps said, "TV isn't dying, it's having babies."

A marketer's toolkit for 2021:

What's top of mind for a CMO in 2021? A snippet Hear from more than 20 CMOs and marketing leaders on their thoughts and plans for 2021, part of WARC's Marketer's Toolkit. See the full conversations at warc...

Apple, Samsung and the law of double jeopardy. Does a boundary condition exist in this case?

Does the iPhone defy the Double Jeopardy law? | Ehrenberg-Bass Institute for Marketing Science In a recent debate I had with Mark Ritson he made one empirical claim: that the iPhone was an outlier from Double Jeopardy — a smaller brand than Samsung, but with higher loyalty. Mark referred to the Philosophy of Science he did during his PhD where he learnt that scientific laws only need a sing...