‘Brain engine optimisation’ is the new search engine optimisation
Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision.
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Brand building is a marathon, not a sprint
Take the viral success of Kate Bush’s 1980s classic Running Up That Hill as inspiration and heed the rallying call for continuous advertising.
Read moreEhrenberg-Bass: Linking brand messages to buying situations wins ‘the mind and the market’
Based on the premise that “memories generate sales”, new research from Ehrenberg-Bass urges B2B marketers to build “wider, fresher networks” by tapping into the power of category entry points.
Read moreA short comment on how digital brands grow
This piece is a response to the recently published WARC article ‘How digital brands test the limits of “How Brands Grow”’ by Tom Morton.
We now know that the scientific laws documented in How Brands Grow extend far beyond consumer products sold in supermarkets, pharmacies, and specialty stores.
How Direct Line plans to create new category ‘entry points’ with its latest brand campaign
Having won the Marketing Week Awards Grand Prix for its brand platform last year, our sponsor Direct Line has launched a new campaign to shift perceptions even further.
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