A study of 6,000 ad campaigns shows: bravery in advertising pays off.
A recent study evaluated the last 50 years of award-winning ad campaigns and found that the safest campaigns did pretty well, the slightly-brave campaigns did the worst, and the bravest campaigns were off the charts in terms of effectiveness.
Other insights: a campaign is most effective if it has two objectives and combines both mass- and targeted messaging; the longer a campaign runs, the more effective it is; and the more channels a campaign runs on, the more effective it is.
In this interview I talk about my philosophy of marketing, my goals for my clients and what makes working with them so rewarding, and advice for new businesses.
Most companies freak out when a customer is injured. Burger King's decision to put the x-rays in new ads proves that almost *anything* can be used as a brand differentiator and even the cheekiest, boldest advertising can work. The takeaway? Don't be afraid to show some personality.
The infographics at the top of this article should be required reading for all business owners (and, bonus, it will take you about one minute to review them).
Then, keep reading for the explanation of why these things are important and how to apply them in your own business.
A University of Vermont study on cheese consumption and buying habits, found that there are generally two groups of cheese consumers: those who are price sensitive, and those who are quality sensitive. The results showed that the quality seekers were willing to pay between 15% and 25% more for each in a series of attributes, such as organic, artisanally made, locally produced, etc.
Add that up, and a cheese with all of these attributes could sell for about twice as much as a cheese with none of them.
A quick summary of some of the foundational principles of branding, this article gives you food for thought if you're new to the science of branding but want to dive in a little deeper.