Thomas Henry
Member since July 2016Contact Thomas- Strategist Mother New York
- LinkedIn: https://uk.linkedin.com/in/thomas-henry-87629219
- Twitter: @artsunknown
- New York New York
- 10036 USA
I'm a strategist at Mother New York. I'm from England, like whiskey and prefer advertising that sells stuff while make people feel the feels.
Articles by Thomas All articles by Thomas
- Cannes We Talk About Effectiveness? in
Marketing Daily on
07/25/2016
Arriving at Cannes this year, you could be forgiven for thinking you'd booked the wrong plane and mistakenly stumbled into CES.
Comments by Thomas All comments by Thomas
- Cannes We Talk About Effectiveness?
by
Thomas Henry
(Marketing Daily on
07/25/2016)
Hey Ed, always good to hear a different perspective :) I'd be interested in seeing the studies. For total transparency, a lot of the data I quoted was taken from the IPA and Enhrenburg Bass Institute. Of course it's a very big topic and hard to cover all the nuances in 500 words, but the sources I mention above tend to agree that while usage of a brand has a definite impact on your likelihood to remember and therefore by the brand, it is not positively correlated with a desire that we may describe as loyalty. It might better be described as apathy - path of least resistance. So it's not that the buyer has NO mental structures built for your brand are usage, they absolutely do, but the evidence from the leading effectiveness experts seems to (and of course it is a young discipline) suggest that you have better results marketing to the whole category of buyers (customers and non customers) as a way to both retain and increases market share. By way of anecdote, there's never been an IPA effectiveness award winner that increased loyalty without increasing penetration first.
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