April 7, 2016

Slaying Marketing Myths

‘But if someone says: ‘I want to improve people’s attitude towards my product,’ my

question would be, ‘Why?’ Positive attitudes don’t pay the bills. If you’re spending money on advertising and have to answer to shareholders about that cost, explaining that it made some people like the brand more is not going to help your case if the dividend check is lower that year. Often people use things like awareness and attitudes as proxies because they know that measuring the behavior is hard.’

 

Debunking differentiation

Topics: Branding, Analytics, Advertising

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