The concept of brand building has become particularly important nowadays, in view of sustainability, growth and the difficult to earn consumer trust. In our previous publication, we explored the benefits of increasing your ad spend particularly in turbulent times. When it comes to the 4Ps of marketing, how do you set the price of your […]

First, there was the global pandemic, then the war in Ukraine, followed by a recession topped with major bank failures… Who knows what’s coming next.  These are certainly challenging times to survive, let alone thrive. Tempted to go dark and cut your advertising spend? Huge mistake, multiple studies suggest. In fact, you should maintain and […]

“Unviewable ads are, as former Unilever CMO Keith Weed so brilliantly put it, like having your billboards underwater. A complete waste of money”, marketing guru Mark Ritson reminded us recently. We couldn’t agree more. According to research from Professor Karen Nelson-Field, it takes more than two seconds of attention to have any lasting impact on […]

Do you remember the latest Coca-Cola ‘Masterpiece’ ad featuring contemporary artists and their works enhanced with AI? How can we forget it – it’s literally every marketer’s dream to achieve that level of top-of-mind awareness for their brand.  Mental availability is the concept used in advertising and marketing to describe the consumer’s ability to recall a particular brand or product when they are in […]

If you haven’t heard of generative AI or experimented with ChatGPT at least once, you have probably been living under a rock. As our favourite “marketoonist” Tom Fishburne says, “the Generative AI hype train is full steam ahead”. And apparently, it’s not going to slow down over the next years.   So, are we marketers doomed […]

In a world increasingly preoccupied with AI and the omnipresence of algorithms, does your brand struggle to actually stand out in a sea of sameness? How can you cut through the noise, reach real humans and evoke an emotional response with your message? When frustrated, remember the valuable advice attributed to experimental neurologist, psychologist and […]

It has been the rule of the game for years: use short-term brand advertising for immediate results and sales activation, whereas long-term brand building – well, it can hardly contribute to any short-term sales. A recent analysis by brand consultant and former marketing professor Mark Ritson challenges this concept and proves that most of the […]

As an advertiser, what would you rather pay for – actual human eyes seeing your content, or software-generated traffic?  If the question seems absurd, think again.   False non-human traffic is a serious issue in the advertising industry and one we have previously discussed, for example here. Various studies reveal that fewer than half of all impressions are […]

Welcome to 2023! Has it been kind to you so far, are you on track with your marketing strategy?  For us marketers, the world of AI, machine learning, the metaverse and the seemingly endless possibilities of technological advancement are fascinating topics that keep us excited – and nervous. Let’s not forget that, above all, we […]

As the end of 2022 is coming closer, can you already feel the thrill of an exciting 2023 in marketing and advertising? There have been so many interesting developments, shifts and turbulence in the world of (social) media, content marketing and consumer engagement throughout 2022 – and we have been keeping you posted on the […]