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Brand Advertising Research Center
Here are 10 sources that will help you further understand brand advertising
Here are 10 sources that will help you further understand brand advertising
What you'll discover
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.
Key Points:
Long-term campaigns generate cumulative pricing and profit effects.
Emotional advertising significantly outperforms rational campaigns for long-term business success.
A 60:40 split between brand and performance marketing maximizes efficiency and effectiveness.
Key Quotes:
“Emotional campaigns produce considerably more powerful long-term business effects than rational persuasion campaigns.”
“A succession of short-term campaigns will not achieve the same level of business success as a single brand-building campaign designed for year-on-year improvement.”
“The most profitable campaigns are those that drive both volume and pricing improvements, which requires long-term brand-building strategies.”
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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.
Key Points:
Long-term campaigns generate cumulative pricing and profit effects.
Emotional advertising significantly outperforms rational campaigns for long-term business success.
A 60:40 split between brand and performance marketing maximizes efficiency and effectiveness.
Key Quotes:
“Emotional campaigns produce considerably more powerful long-term business effects than rational persuasion campaigns.”
“A succession of short-term campaigns will not achieve the same level of business success as a single brand-building campaign designed for year-on-year improvement.”
“The most profitable campaigns are those that drive both volume and pricing improvements, which requires long-term brand-building strategies.”
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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
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.
Key Points:
Brand campaigns widened the funnel and expanded reach.
Emotional storytelling strengthened customer connections.
Balanced strategies outperformed reliance on short-term tactics.
Key Quotes:
“Airbnb shifted away from heavy performance marketing and redirected significant resources toward brand-building campaigns.”
“The result was record-breaking profitability, with revenue jumping 24% year-over-year.”
“By focusing on creativity and storytelling, Airbnb expanded its reach and strengthened customer connections.”
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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.
Key Points:
Brand campaigns widened the funnel and expanded reach.
Emotional storytelling strengthened customer connections.
Balanced strategies outperformed reliance on short-term tactics.
Key Quotes:
“Airbnb shifted away from heavy performance marketing and redirected significant resources toward brand-building campaigns.”
“The result was record-breaking profitability, with revenue jumping 24% year-over-year.”
“By focusing on creativity and storytelling, Airbnb expanded its reach and strengthened customer connections.”
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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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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.
Key Points:
Broad-reach campaigns drive sustained market share growth, reinforcing the importance of reach over tight targeting.
The 60/40 investment rule (brand vs. activation) remains optimal, ensuring both immediate sales and long-term brand equity.
Short-termism is harming overall advertising effectiveness, with excessive focus on immediate sales diminishing long-term growth.
Key Quotes:
"Mass marketing is still the best way to drive market share, which is a key driver of profit."
"The balance between long-term brand-building and short-term activation remains crucial—around 60% brand and 40% activation is still the best combination."
"The digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media."
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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.
Key Points:
Broad-reach campaigns drive sustained market share growth, reinforcing the importance of reach over tight targeting.
The 60/40 investment rule (brand vs. activation) remains optimal, ensuring both immediate sales and long-term brand equity.
Short-termism is harming overall advertising effectiveness, with excessive focus on immediate sales diminishing long-term growth.
Key Quotes:
"Mass marketing is still the best way to drive market share, which is a key driver of profit."
"The balance between long-term brand-building and short-term activation remains crucial—around 60% brand and 40% activation is still the best combination."
"The digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media."
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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.
Key Points:
Incrementality modeling improves ROI attribution by 40%.
Leading indicators like engagement and recall predict long-term effects.
Precision measurement ensures efficient budget use.
Key Quotes:
“Incrementality analysis shows a 40% improvement in ROI attribution.”
“Leading indicators such as engagement and recall predict long-term outcomes effectively.”
“Isolating brand advertising’s impact ensures budgets are spent efficiently and results are measurable.”
Learn how to prove the impact of your brand 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.
Key Points:
Incrementality modeling improves ROI attribution by 40%.
Leading indicators like engagement and recall predict long-term effects.
Precision measurement ensures efficient budget use.
Key Quotes:
“Incrementality analysis shows a 40% improvement in ROI attribution.”
“Leading indicators such as engagement and recall predict long-term outcomes effectively.”
“Isolating brand advertising’s impact ensures budgets are spent efficiently and results are measurable.”
Learn how to prove the impact of your brand 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
©2024 Agility Digital, Inc. All rights reserved.
©2024 Agility Digital, Inc. All rights reserved.