Reluctance to share data hinders advertising ROI measurement

I’ve worked with many companies that measure the outcomes of marketing activities for measurement’s sake; tick the box and duly report that the exercise is complete. When I was in research, this not only saddened me, but it also threatened the future of our services because soon enough our data would be deemed to have no impact on business. So our teams worked hard to … Continue reading Reluctance to share data hinders advertising ROI measurement

Applying the Brand Asset Valuator model to strengthen political campaigns

The common adage that ‘politics is the art of the possible’ reveals the determination, ambition and resourcefulness required to win an election and survive in the game. It also points to the highly energised campaigning period which is usually followed by an anticlimax when the fight is over and the winner gets down to the work of governing, which frankly is not a spectator sport. … Continue reading Applying the Brand Asset Valuator model to strengthen political campaigns

In US elections the medium is indeed the message

‘The medium is the message’ is to say that the social outcomes of any media result from the new spirit that is introduced into our lives by new technology. This is a paraphrased quote by Marshall McLuhan, the famous Canadian philosopher of communication theory. In it he captured the changes in communication brought about by media developments and social dynamics through time, from the dawn … Continue reading In US elections the medium is indeed the message

Fashion brands demonstrate interactive advertising strategies that work

“Style is a way to say who you are without having to speak,” said Rachel Zoe, an American fashion designer. Even though we’d would like to achieve the same with our brands, in reality we use various communication techniques to bring our brand stories to life. Interactive advertising, for example, aims to make people think, feel and act, thereby generating behaviour that supports our businesses. … Continue reading Fashion brands demonstrate interactive advertising strategies that work