When Brands Stop Advertising - Dr Nicole Hartnett, Ehrenberg-Bass Institute

Nicole is an advertising and media researcher with a particular interest in how to design effective advertising content.

Her expertise spans advertising measurement, management and decision making, distinctive brand assets, brand performance metrics and consumer behaviour. She has published in international journals including the Journal of Advertising, Journal of Advertising Research, and the European Journal of Marketing. Nicole also has extensive experience conducting research projects for the Institute’s sponsors across industries and markets, and regularly presents seminars and workshops on various marketing topics.

What we covered in this episode:

Why Marketers are not good judges of advertisingMarketing departments are not better than a coin tossIntermediate campaign variables don’t often correlate to salesWhy experience doesn’t make you any better at spotting winnersThe importance of distinctive assetsWhy characters are a dying art formWhy we all need to be a little more ChurchillThe case for not changing the creativeWhat happens when brands stop advertisingAlcohol, babies, pet food & PandemicsWhy scale matters when you go darkHow your trajectory determines how bad going dark will beWhat to do when you manage a portfolio and have to cut spendThe long term consequence of going darkWhy you need a range of distinctive assets to aid memoryThe power of blackcurrants as a Ribena distinctive assetWhy the high turnover of brand managers is bad for effectivenessWhy How Brands Grow is the one book every marketer should haveQuiet behind the scenes discipline is what matters when everything changesThe comfort of familiarity when it comes to memoryBuilding your business around what doesn’t changeAre you measuring what really mattersOrganisations suffer from short term memory and short datasetsLearning from success and failures over a long time seriesWhy the insight department need to start letting goWinning the Boardroom battle with data