I'm sure you're familiar with the phrase 'give man a hammer and all he'll see is nails'. I think it was Mark Twain.
So this data should be approached with caution. The claim is that if 80% of brands disappeared at night, no one would care.
The authors have an agenda to promote 'meaningful' brands (whatever that is supposed to mean).
Of course, Bryon Sharpe would say light buyers don't care about brands, just make sure you're easy to buy.
But, come on, it makes sense if you think of your own life surely. We're making too much stuff. No person has the bandwidth to be bothered with it all.
Too much good entertainment, endless stuff on the Netflix list that never gets watched.
To much choice on the grocery store shelf.
Too much stuff from each other on social media.
So that 80% figure makes perfect sense. You'd think people promoting brands would be upping their game to win attention and be one of the 20% wouldn't you?
Sadly not.
On TGI, people who say the ads are better than the programs goes down every year.
This same survey suggest most of us think brand content is poor and irrelevant.
Coming back to hammers, nails and agendas, that's why the IPA agenda on long and short term is so unhelpful - it fails to consider if any of the output is actually any good.
You could wring your hands and just say to yourself, ah well, the data says I just need to spend loads of money reaching people and building 'distinctive brand assets'. But not only is that a bit defeatist, when it's getting harder to reach people, even if you HAVE a big budget, surely it makes more sense to actually create content people actually wish existed.
How do you do that? It starts with ideas over precision but there's a lot more to it than that - but that's for another day.
You're pretty much dismissing most of todays, more or less, acknowledged expertise in marketing. Curious about your upcoming post.
Posted by: Fredrik | November 18, 2022 at 10:47 PM
Not quite dismissing it, so much of it is backed up with good data - however, for example the IPA databank - it tends to be averages from outliers and while it's good to know the rules, when planning is about disproportionate results, or at least reaching objectives in the most efficient way (sending less than anyone else) I just think 'following the rules' limits what is possible
Posted by: Northern | November 22, 2022 at 09:26 AM