Back at the end of 2021 I questioned whether it was too soon to judge the effectiveness of Airbnb's ...
Get Nigel’s Opinion
Are we underestimating the long-term effects of advertising?
In his recent presentation as part of the IPA's 3rd Age of Effectiveness Les Binet stated,"Most of t...
Is this really the 3rd age of effectiveness?
I have just watched The 3rd Age of Effectiveness presentations. Kudos to Les Binet, Dr Grace Kite, a...
Nine reasons why marketers should pay less attention to market share
In 2012, the Apple iPhone had an 18% share of global smartphone shipments. Ten years later, sa...
Can Tesla emulate the Apple iPhone?
In June 2007 Apple launched the iPhone. Despite initial criticism, the iPhone changed the way ...
KISSED: four fundamentals for effective brand advertising
The whole point of marketing is to influence purchase decisions, so marketers need to understand how...
Repetition in advertising evokes recognition and recall
The first time that someone actively attends to an ad is an experience that they will never repeat. ...
Implicit learning from advertising first requires attention
A large amount of our knowledge is implicit. We did not set out to learn something, but somehow it e...
How experience guides our intuition
There is a lot of evidence that much of our decision making is intuitive. We respond intuitively rat...
Nudging: influence and intervention
Interventions in people's choice architecture can nudge people into behaving in more desirable ...
Too many minds: conflicting theories of decision making
In the movie The Last Samurai, Nobutada offers Nathan Algren some advice when the latter is repeated...
Are brand buyers loyal, habitual, or just accidental?
The other day, I came across this post on LinkedIn from Ethan Decker asking if buyers were brand loy...
Recession looms. Marketers, you know what you should do, right?
Let me put this as simply as I can. Recession is not a one-size-fits-all event. How brands, sec...
Ten assumptions underlying the misuse of digital advertising
The potential power of digital marketing is huge. So why am I left with the feeling that the practic...
Is creativity killed by indifferent consumers?
A few days ago, WARC saw fit to publish this opinion piece from Vince Usher and Adam Ferrier ti...
What is an effective frequency for advertising?
Let's be clear up front, the answer to the question posed in the title is it depends. The frequently...
Do brand attitudes really matter?
For years marketers have been arguing about whether brand attitudes lead to behavior, or behavi...
Five ways brand marketing creates financial value
So much is written about why brands are valuable. And about how brand marketing influences future bu...
Three questions to help set realistic marketing growth targets
In his recent article on Mumbrella, "The forgotten 'P' of marketing," Ryan France references the 'sp...
Nigel's primer for would-be Super Bowl advertisers
Super Bowl 2022. It is at times like these that I must remind myself of two things. First, I am not ...