Andy on Twitter

  • Worth a watch – What Does Facebook Do With My Data? - YouTube ,
  • Is this OK? Me thinks not... Here’s how Google knows when an online ad makes you buy the product in real life… ,
  • Local burger joint empty of people other than queue of Uber Eats and Deliveroo delivery peeps waiting for orders... sign of the times...,
  • Big congrats to the ⁦@Hubdoc⁩ team... great products deserve to grow together... ,
  • Sad day... Incredible leader and what a legacy... Sergio Marchionne, car company executive, 1952-2018 | Financial T… ,
  • Sad day... Incredible leader and what a legacy... Sergio Marchionne, car company executive, 1952-2018 | Financial T… ,
  • Amazon needs to stop the geofencing nonsense. Can get a kindle book in the US store but not in the AU store. Same b… ,
  • Why are the All Blacks so good? - CNN ,
  • Yep... 😀 ,
  • Am on the hunt for an awesome marketing opps / agile specialist who can help instrument marketing, build our workfl… ,
  • Good read ,
  • Connect

Why Marketing Fails

I’m liking what Aakers has to say more and more… he is right on:

The astonishing fact is that most marketing results in no change in sales or profit if you disregard short-term blips. Nearly all marketing budgets are designed to affect brand preference in established categories and subcategories with established competitors. The great majority of these, on average, have no long term sales impact….

…. The implication is that firms should spend less, probably far less, on brand preference competition and more, probably far more, on brand relevance competition, winning by creating new categories or subcategories. That means that more investment is needed on big innovation i.e. those that are substantial or transformational, and less on little or incremental innovation.

Speak Up — Add Your Thoughts

Connections

  • Connect
How did you connect?   [?]
Indulgences-Coffee