The risk of overconfidence in distinctive brand assets
Lindsay RapacchiDistinctive brand assets are a powerful weapon, but assuming everyone knows your assets as well as you do might be impacting your ad effectiveness.
Does your brand measure up when it comes to mental availability?
Lindsay RapacchiMore and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.
Reinforce your category entry points if you want to stimulate sales
Lindsay RapacchiConsumers are avoiding situations where they would typically buy something – like a warm drink on a cold day – so brands need to give them good reasons to spend in these moments.
Three reasons why you need brand marketing more than ever
Lindsay RapacchiThe growth in ecommerce creates more, not less, need for brand marketing, in order to replace the mental availability lost through less interaction with physical products.