Brand advertising research center
Brand advertising
research center
Here are 16 sources that will help you further understand brand advertising
Here are 16 sources that will help you further understand brand advertising
What you'll discover
What you'll discover
Read through articles, case studies, and frameworks to understand its importance, optimize strategies, and measure impact. Find the tools to secure investment and align brand and performance efforts for success.
Discover articles, case studies,
and frameworks to understand its importance,
optimize strategies, and measure impact.
Brand advertising: why it works
Integrating brand and performance marketing
Best practices for brand advertising
How to measure brand advertising
Brand advertising: why it works
Integrating brand and performance marketing
Best practices for brand advertising
How to measure brand advertising
Brand advertising:
why it works
Brand advertising:
why it works
Supporting research for:
“We’ve tried brand advertising before, and it didn’t work.”
“Brand advertising is just for big brands with large budgets.”
External resources
The Long and the Short of It
Les Binet & Peter Field
Summary
This landmark study demonstrates that long-term brand advertising centered on emotional resonance is essential for sustained profitability and market dominance. By building mental availability and fostering customer loyalty, brands can achieve both pricing power and volume growth over time.
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The Long and the Short of It
Les Binet & Peter Field
Summary
This landmark study demonstrates that long-term brand advertising centered on emotional resonance is essential for sustained profitability and market dominance. By building mental availability and fostering customer loyalty, brands can achieve both pricing power and volume growth over time.
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How Brands Grow
Byron Sharp
Summary
Byron Sharp’s groundbreaking work reveals that sustainable brand growth comes from expanding mental availability and reaching light or non-buyers. The research debunks common myths about loyalty marketing, emphasizing that broad reach and category penetration are key to capturing untapped revenue streams.
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How Brands Grow
Byron Sharp
Summary
Byron Sharp’s groundbreaking work reveals that sustainable brand growth comes from expanding mental availability and reaching light or non-buyers. The research debunks common myths about loyalty marketing, emphasizing that broad reach and category penetration are key to capturing untapped revenue streams.
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Intrepid Travel Case Study
The Australian
Summary
Intrepid Travel transformed its business by pivoting from tactical performance marketing to purpose-driven brand advertising. This bold shift in strategy not only rebuilt trust with customers but also delivered a $47M revenue turnaround, proving the long-term impact of brand-building campaigns.
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Intrepid Travel Case Study
The Australian
Summary
Intrepid Travel transformed its business by pivoting from tactical performance marketing to purpose-driven brand advertising. This bold shift in strategy not only rebuilt trust with customers but also delivered a $47M revenue turnaround, proving the long-term impact of brand-building campaigns.
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Integrating brand and
performance marketing
Integrating brand and
performance marketing
Supporting research for:
“We can’t afford to take resources away from performance marketing.”
External resources
Airbnb Case Study
The Drum
Summary
Airbnb’s pivot to brand-centric advertising demonstrates how creativity and emotional storytelling can supercharge profitability. By shifting resources from performance marketing to long-term brand campaigns, the company expanded its reach, built stronger customer connections, and achieved record-breaking growth.
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Airbnb Case Study
The Drum
Summary
Airbnb’s pivot to brand-centric advertising demonstrates how creativity and emotional storytelling can supercharge profitability. By shifting resources from performance marketing to long-term brand campaigns, the company expanded its reach, built stronger customer connections, and achieved record-breaking growth.
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Les Binet’s 60/40 Rule
The Long and the Short of It
Summary
This principle highlights the importance of balancing long-term brand-building with short-term sales activation. A 60/40 investment split ensures immediate revenue goals are met while laying the foundation for sustained growth and market leadership.
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Les Binet’s 60/40 Rule
The Long and the Short of It
Summary
This principle highlights the importance of balancing long-term brand-building with short-term sales activation. A 60/40 investment split ensures immediate revenue goals are met while laying the foundation for sustained growth and market leadership.
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The Wrong and the Short of It
Tom Roach
Summary
Tom Roach challenges the false dichotomy between long-term brand-building and short-term performance marketing, advocating for an integrated approach that harmonizes both strategies. By combining their strengths, brands can achieve immediate success and sustainable growth.
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The Wrong and the Short of It
Tom Roach
Summary
Tom Roach challenges the false dichotomy between long-term brand-building and short-term performance marketing, advocating for an integrated approach that harmonizes both strategies. By combining their strengths, brands can achieve immediate success and sustainable growth.
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Brand Marketing Drives Sales ROI – and Even Performance Campaigns Don’t Cut It
Analytics Partners
Summary
This study from Analytic Partners challenges the overreliance on performance marketing, revealing that brand marketing drives higher ROI in 80% of cases. It shows that brand efforts not only generate long-term growth but also enhance the performance of short-term campaigns. The findings advocate for balanced investment and debunk misleading metrics like last-click attribution.
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Brand Marketing Drives Sales ROI – and Even Performance Campaigns Don’t Cut It
Analytics Partners
Summary
This study from Analytic Partners challenges the overreliance on performance marketing, revealing that brand marketing drives higher ROI in 80% of cases. It shows that brand efforts not only generate long-term growth but also enhance the performance of short-term campaigns. The findings advocate for balanced investment and debunk misleading metrics like last-click attribution.
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Is Short-Termism Killing Marketing?
Lieu Pham
Summary
This article examines the growing imbalance in marketing strategy caused by over-investment in short-term performance tactics. It argues that this short-termism—driven by pressure for immediate ROI and the rise of martech—undermines long-term brand equity and sustainable growth. Through expert insight and supporting data, it calls for a rebalancing of marketing investment toward integrated strategies that build both near-term results and enduring brand strength.
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Is Short-Termism Killing Marketing?
Lieu Pham
Summary
This article examines the growing imbalance in marketing strategy caused by over-investment in short-term performance tactics. It argues that this short-termism—driven by pressure for immediate ROI and the rise of martech—undermines long-term brand equity and sustainable growth. Through expert insight and supporting data, it calls for a rebalancing of marketing investment toward integrated strategies that build both near-term results and enduring brand strength.
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How Full-funnel Campaigns Power Advertising Objectives
Michelle Winters
Summary
This article advocates for full-funnel advertising strategies that address all stages of the customer journey—from awareness to conversion. It emphasizes that while lower-funnel tactics drive immediate action, long-term growth depends on upper- and mid-funnel investment to build brand awareness, consideration, and loyalty. The piece highlights how advancements in measurement and AI have made it easier to track and optimize performance across the entire funnel.
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How Full-funnel Campaigns Power Advertising Objectives
Michelle Winters
Summary
This article advocates for full-funnel advertising strategies that address all stages of the customer journey—from awareness to conversion. It emphasizes that while lower-funnel tactics drive immediate action, long-term growth depends on upper- and mid-funnel investment to build brand awareness, consideration, and loyalty. The piece highlights how advancements in measurement and AI have made it easier to track and optimize performance across the entire funnel.
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How Humans Decide
WPP Media & Oxford Saïd Business School
Summary
This global study of over 1.2 million consumer purchase journeys reveals that 84% of buying decisions are made before shopping even begins. By decoding how brand priming, consumer receptivity, and media touchpoints interact, WPP Media demonstrates that true growth comes from understanding how humans decide—not just reaching them. The findings challenge traditional media planning, urging brands to integrate influence and receptivity into every stage of communication.
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How Humans Decide
WPP Media & Oxford Saïd Business School
Summary
This global study of over 1.2 million consumer purchase journeys reveals that 84% of buying decisions are made before shopping even begins. By decoding how brand priming, consumer receptivity, and media touchpoints interact, WPP Media demonstrates that true growth comes from understanding how humans decide—not just reaching them. The findings challenge traditional media planning, urging brands to integrate influence and receptivity into every stage of communication.
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How Brand Building and Performance Marketing Can Work Together
Harvard Business Review
Summary
This article challenges the false trade-off between brand building and performance marketing. The authors argue that both drive short-term revenue and long-term value—and that putting them in competition weakens the effectiveness of each. By connecting brand and performance metrics through a shared “North Star” measure of brand equity, companies can make smarter investment decisions, maximize financial returns, and build sustainable brands that convert.
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How Brand Building and Performance Marketing Can Work Together
Harvard Business Review
Summary
This article challenges the false trade-off between brand building and performance marketing. The authors argue that both drive short-term revenue and long-term value—and that putting them in competition weakens the effectiveness of each. By connecting brand and performance metrics through a shared “North Star” measure of brand equity, companies can make smarter investment decisions, maximize financial returns, and build sustainable brands that convert.
Expand
Best practices
for brand advertising
Best practices
for brand advertising
Supporting research for:
“We already know our audience;
we don’t need to target ‘new’ buyers.”
External resources
Media in Focus: Marketing Effectiveness in the Digital Era
Les Binet & Peter Field
Summary
This report from the IPA Databank examines the evolving media landscape and the principles of effective advertising in the digital age. It reaffirms that broad-reach campaigns remain the most effective way to grow market share and that balancing long-term brand-building with short-term activation is crucial for sustained profitability. The research also highlights how digital media can enhance traditional advertising, rather than replace it.
Expand
Media in Focus: Marketing Effectiveness in the Digital Era
Les Binet & Peter Field
Summary
This report from the IPA Databank examines the evolving media landscape and the principles of effective advertising in the digital age. It reaffirms that broad-reach campaigns remain the most effective way to grow market share and that balancing long-term brand-building with short-term activation is crucial for sustained profitability. The research also highlights how digital media can enhance traditional advertising, rather than replace it.
Expand
How to measure
brand advertising
How to measure
brand advertising
Supporting research for:
“Brand advertising isn’t measurable.”
External resources
Incrementality Modeling
Nielsen Catalina
Summary
Incrementality modeling isolates the direct impact of brand advertising, linking it to tangible outcomes like revenue growth and audience expansion. By leveraging advanced measurement techniques, marketers can optimize budget allocation and demonstrate the long-term value of their campaigns.
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Incrementality Modeling
Nielsen Catalina
Summary
Incrementality modeling isolates the direct impact of brand advertising, linking it to tangible outcomes like revenue growth and audience expansion. By leveraging advanced measurement techniques, marketers can optimize budget allocation and demonstrate the long-term value of their campaigns.
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Memory Decay Research
The Long and the Short of It
Summary
This research underscores the importance of regular reinforcement in brand advertising. Without consistent messaging, brand memories decay rapidly, leading to diminished recall and effectiveness. Long-term campaigns counteract this decay, maintaining top-of-mind awareness for customers.
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Memory Decay Research
The Long and the Short of It
Summary
This research underscores the importance of regular reinforcement in brand advertising. Without consistent messaging, brand memories decay rapidly, leading to diminished recall and effectiveness. Long-term campaigns counteract this decay, maintaining top-of-mind awareness for customers.
Expand
Consumer Attitude Metrics for Guiding Marketing Mix Decisions
Marketing Science
Summary
This study examines how consumer attitude metrics—such as awareness, consideration, and preference—can serve as leading indicators of marketing effectiveness. It introduces four key criteria (potential, responsiveness, stickiness, and sales conversion) that link marketing activities to brand performance. The findings demonstrate that brands with higher responsiveness and conversion rates can optimize marketing investments more effectively.
Expand
Consumer Attitude Metrics for Guiding Marketing Mix Decisions
Marketing Science
Summary
This study examines how consumer attitude metrics—such as awareness, consideration, and preference—can serve as leading indicators of marketing effectiveness. It introduces four key criteria (potential, responsiveness, stickiness, and sales conversion) that link marketing activities to brand performance. The findings demonstrate that brands with higher responsiveness and conversion rates can optimize marketing investments more effectively.
Expand
Share of Search: A New Way to Track Brands & Advertising
The Long and the Short of It
Summary
“Share of Search” is an innovative, predictive metric for tracking brand performance and advertising effectiveness. Unlike traditional survey-based brand tracking, this method relies on organic search data to predict market share, measure advertising impact, and assess brand health over time. The research demonstrates a strong correlation between share of search, market share, and advertising spend across industries like automotive, energy, and mobile phones.
Expand
Share of Search: A New Way to Track Brands & Advertising
The Long and the Short of It
Summary
“Share of Search” is an innovative, predictive metric for tracking brand performance and advertising effectiveness. Unlike traditional survey-based brand tracking, this method relies on organic search data to predict market share, measure advertising impact, and assess brand health over time. The research demonstrates a strong correlation between share of search, market share, and advertising spend across industries like automotive, energy, and mobile phones.
Expand