Category: Strategy
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…
Growth is not a strategy
“We want to grow at x% by y” is a typical top tier management saying at annual starter meetings or at mid-year motivational meetings, when things don’t go as expected so far. The entire company is getting whipped up by this saying to get more revenue from their clients and achieve the growth agenda at…