Category: Marketing
Marketing Myth: We are exposed to 10.000 ads per day
People are more and more exposed to advertising messages throughout the day – at least that is our subjective impression. Furthermore this is also what agencies used to tell as to argument their service in giving orientation in an overly more fragmented and overloaded media space. Also there is written a lot about the topic…
The rebrand of Jaguar – Go woke and/or go broke?
The hottest topic this week among marketing people and the adland was the announced re-branding of the luxury car maker Jaguar. They pivot from a very traditional top notch segment car manufacturer to a Gen-Z, woke-ish electric vehicle only brand. Even the iconic jumping cat symbol has been removed. In the announcement they themselves stressed…
Why wearout in advertising basically doesn’t exists
The concept of ad wearout – the idea that a campaign initially works and then loses its impact – is not new. But perhaps this theory has less to do with consumer behavior and more to do with billing models in the advertising industry. Or are you surprised that you see around this time each…
The truth about short term performance and long term brand building
2 weeks ago I wrote a posting on Linkedin featuring an article in the popular German business & management magazine WirtschaftsWoche that quoted popular marketing leaders from top tier brands like Nestle, Vodafone, L’Oreal and also leading agency speakers that came to the conclusion that they were over-invested in performance marketing over the past years.…
The case of Nike and the power of distribution
There was a lot of buzz recently about Nike and its CEO John Donahoe, who got dismissed from his precious position after all. The economical impact was dramatic as well: Nike Q2 24 financial results. 25bn of market cap lost in a day (70 in 9 months). 130 million shares exchanged in the stock market…
A lesson about dull ads and not delivering the promise
Before starting of with the actual marketing part of this post, I need to give you some cultural insights, as the product I am going to speak about is a very regional phenomena from Austria and South of German: the ‘liver-cheese’. Put in between a roll the liver-cheese is a typical snack, comparable to a…
Marketing and AI:a realistic perspective as of 2024
Adland and (mostly) all other marketing people are going bonkers about AI since the launch of the first chat-GPT Version over one year ago. We see the use of generative AI in visual context that replaces manual work of graphic designers but also in other areas of the marketing field like branding, strategy and many…
Adwatch: Gillette bringing the 90s vibe back
One thing that comes to my mind, when trying to remember ads from the 1990s, is that almost all ads back then had it’s own song. The songs were sometimes really catchy but also sometimes really dull with product features text lines. One very well known song back then, was the “best a man can…
Liquid Death clones – will they work as well?
Liquid death is one of the marketeers and brand consultants most beloved brands at the moment and there a dozens of analysis out there, why the brand has become that successful. I will not go into much detail but the concepts behind are its radical differentiation (bottle canned in beer cans with a big skull…
My Top 10 Marketing Learnings from 2023
The last year in marketing was indeed very instructive for me and it also brought up some pure surprises like the new perspective on the ad wear out topic, that basically replaces with strong evidence a decade long believe in advertising. There were a lot of discussion during the summer between the UK and Australian…