Why brand should keep up their marketing spend in times of crisis. Data proven advice.
Impact on marketing post-Corona, 7 non-obvious. From content babies overload to nostalgia to the explosion of innovation.
Very good read on the impact on society by Yuval Noah Harari.
Facebook blueprint tips for creating assets
8 photography tips for adds
Nice read! Few quotes:
In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”
Making the brand “future-proof” requires one to create a vision about how the future will be.
I think one doesn’t need to be a marketing visionary to imagine that five to 10 years from now, people will be eating food that doesn’t contain artificial ingredients.
The main objective of the Moldy Whopper campaign was not to drive short-term sales. From my personal experience, the best way to drive short-term sales in our product category is to do a promotion (and the fast food category is filled with them) and/or to launch a new product.
Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.
Why you need the campfire and the fireworks
One common question with Moldy Whopper is: Do you really need to go that far?
Yes, we do.
As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”
How Asics developed running shoes specific for females.
‘Until recently, most running shoes for women were just smaller versions of men’s shoes. But as we come to understand the structural and hormonal differences between men and women, running shoes are fast becoming more female-friendly.
Over the past decade, scientific research has shown that women have different gait patterns and lower-limb biomechanics than men. This means that the way women run is significantly different, and it also helps explain why female runners have distinct injury patterns. ASICS is taking a gender-specific approach to designing running shoes, with the aim of improving women’s performance, comfort and safety.’
How to be transparent in your sourcing
‘The traditional way to create content, for instance, is to roll out periodic, one-size-fits-all campaigns that can be modified only to a limited extent. On the other hand, a modern marketing organization has systems that allow for large volumes of messages and content to be constantly created, monitored by performance analytics, and then adjusted as needed.’
‘We estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs.’
Love these tips by David Ogilvy. Shameless copy-paste from https://www.brainpickings.org/2012/02/07/david-ogilvy-on-writing/
The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.
Woolly minded people write woolly memos, woolly letters and woolly speeches.
Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:
- Read the Roman-Raphaelson book on writing. Read it three times.
- Write the way you talk. Naturally.
- Use short words, short sentences and short paragraphs.
- Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
- Never write more than two pages on any subject.
- Check your quotations.
- Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
- If it is something important, get a colleague to improve it.
- Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
- If you want ACTION, don’t write. Go and tell the guy what you want.
Great deck on how to build a brand on social. Combining Byron Sharp, Les Binet.