Ehrenberg-Bass News

Premiumisation is about more than simply launching a premium brand – and even if it does involve a premium brand, marketers need to guard against making assumptions about who will buy it and where, according to the Ehrenberg-Bass Institute.

Marketing, put simply, is the science of consumers. It can uncover many aspects of consumer behaviour, including what consumers need and want, what is guiding their choices, how to communicate with consumers, and what do they prepare to trade in return for what they want.

As the marketing industry descends on Cannes, David Tiltman says it’s time to raise the level of debate around effectiveness. Today WARC launches a new white paper: Anatomy of Effectiveness. It’s a distillation of the current evidence, case studies and thinking around effective advertising.

The majority of brand measures are meaningless, says researcher Dr Chris Riquier. To rebuild credibility (and brands), marketers need to take heed of proven Ehrenberg-Bass principles and redirect spend from tracking.

In recent years the impact of the Ehrenberg Bass Institute and its promotion of “sophisticated mass marketing” has broken one of our discipline’s most cherished principles – that you must segment and target in order to have the greatest marketing impact. The benefits of targeted marketing have been apparent for decades and yet the empirical power of Ehrenberg Bass is hard to resist.