So much is written about why brands are valuable. And about how brand marketing influences future bu...
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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 ...
Here are dragons. What is your data map not telling you?
People love to claim that their marketing is data-driven. It makes them sound smart and fiscally res...
Performance marketing seeks to divide, branding seeks to unite
Recently, I have spent a lot of time trying to understand the world of performance marketing. It has...
Marketing should not be a pain, but endless emails are
So, it finally happened, I wandered into the digital crosshairs of the marketing blitz from HelloFre...
Did Airbnb really benefit from its shift to brand building?
I recently came across this post on LinkedIn about how Airbnb's shift to brand building advertising ...
Evidence that advertising affects long-term price elasticity
A paper which starts with the statement, "Advertising often aims at creating and reinforcing brand d...
10 actions that will drive profitable share growth
Over the last few years I have compiled this list of 10 actions that will help drive profitable mark...
How advertising influences sales over time
Brands act as a mental shortcut for decision making, built up over time from direct and indirect lea...
Forget short and long-term, think about the buyer cycle instead
Take the chart from my post about how purchase decisions are made, wrap it into a circle, and you ge...
Stop. Nobody cares about your brand. Here’s what to do about it.
Recently, Richard Bambrick posted a link to a presentation by Martin Weigel, titled How not to FAIL....
What Marita can teach marketers about personalized marketing
In a recent tweet Les Binet shared an ad from the retailer M&S targeted at him and stating, "Les...
What type of creativity makes advertising effective?
In this video made for EffWeek, Paul Feldwick lays out the argument behind his upcoming book, Why Do...
Attention spans are not shrinking, just ask a goldfish
I am always amazed at the power of a good meme, but the idea that humans have an attention span shor...
Ads needs to be interesting, specific, and human
This title of this post could equally well apply to Erik DuPlessis, a unique human being who is sadl...
A new advertising scale: experience, relate, understand
This post has been edited for clarity but otherwise largely remains in its original form. ...
Are we forgetting the power of memory to influence purchase?
For years marketers have capitalized on the mind's capacity to imagine and remember. Today, however,...
Advertising and the fine art of making an impression
The reference to an "advertising message" makes me wince. The word "message" seems to imply that the...
Get in touch with your feelings of ownership
As a sci-fi fan I instinctively appreciate an academic research paper that begins with a quote from ...