Let's talk branding · 2024-11-11 · 41 min
Show notes * John on LinkedIn * John’s Substack and other links Summary * John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics. * He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising." * John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions. * He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition. * John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms. * He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately. * His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth. * John stresses the need for brand-building but advises against over-investment in specific channels too early.
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