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It may seem paradoxical that something we proactively avoid most of the time is something we actively love once a year, but the real paradox is why marketers don't encourage that kind of cultural embrace of their advertising year-round.
I spotted a Tesla with a peace sign covering its T logo. The symbolism was clear - virtue signaling that "I like Tesla, but I don't like Elon's politics." It felt dated, out of place, an old story.
TL;DR Mamdani won a landslide victory in the New York Mayoral race because his campaign focused on progressive marketing theory not just progressive policy. Humbug, I say.
Some jaw-dropping stats: we spend 80% of our waking hours consuming media, including 5.3 trillion-plus ads each year. That's trillion with a T.
Brands are irrelevant. And they've never been more important. Just ask my boyish self.
Jake Paul is not a good boxer. That's right, I said it. Jake Paul is rubbish at boxing. But he managed to get 108 million of us to watch a boxing match that we pretty much knew would be bad. And he got paid $40 million for it.
Legacy marketers still anchor their brand-marketing in traditional paid advertising. In the current performance-marketing era, the reality is they can't afford to do that anymore.
Two recent stories suggest an approach to channel-thinking or channel-planning that goes beyond classic campaign-thinking -- one that understands and can impact the social diffusion of ideas.
Great article. Thanks for sharing!
Thanks for the comment Ed. I hadn't seen your research. It sounds like it deserves a wider audience. Your eyes-on-screen stat is quite an eyebrow raiser itself. I'm sure you have more accurate data but my admittedly fuzzy math suggests that on that basis, we might be wasting $40 Billion a year on TV ad spend too. (That's the GDP of Cyprus...)
Yes, good points Ted and I agree with all of them. Although #3 will be one to watch. If they can manage their cash flow and the efficiency of their supply chain, then these 'non-brands' may be able to continue to steal at scale. Thanks for reading.
You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.