Despite increased awareness of behavioral economics in the industry, little advertising is shaped by using it. Does the future lies in attention economics instead.

In 2011, Jim Stengel, former CMO of Procter & Gamble, published his book Grow. In it, he analyzed 50 brands with the highest Millward-Brown loyalty scores to determine what might connect them. His answer was brand purpose, the shared intent of everyone at the company to improve lives. He compared this Stengel 50 index with the S&P 500 between 2000 and 2011 and saw that his index had grown 393% compared with a 7% loss in…


Is Dominos a pizza company, a tech company or a delivery company?

Snacking on some television over the pandemic I experienced a pleasing shock of recognition when I noticed that Dominos was using an insight my wife had spontaneously expressed a few days before. We have mostly been cooking this pandemic, which is great but, like anything, gets boring when it is the only choice you have. Nothing is the best thing when it’s the only thing.

We began to cautiously order some ‘date night’ meals from well-regarded establishments in whatever city we were in. They were disappointing, and Rosie…


But what is brand strategy becoming?

Research company Gartner recently announced that, partially at least, in response to the pandemic and its associated uncertainties, CMOs now rank ‘brand strategy’ as their top priority. As with any survey, we should consider the research skeptically — but since CMOs largely direct how they spend their budgets, it’s worth the industry that serves them considering what they might be looking for assistance with.

Brand Strategy at the top, Advertising at the bottom

The survey was interesting beyond the headlines. Previously the same group considered analytics their most vital marketing capability, which highlights both the increased scrutiny that marketing faces to be accountable…


That’s What She Shed

Words are alive and well in the internet age, observes Faris Yakob, and their broader cultural effects are more than ever tied to their ability to break free of their intended contexts and become bigger then the ad — here’s how it worked for these brands.

Once in a while, advertising transcends the stratum reserved for commercial communication. It can be seen to have an effect on culture, creating linguistic ripples that appear on talk shows or Tik-Tok.

Last year, insurance giant State Farm released a batch of commercials and one ignited a minor cultural conflagration…


In 2005 P&G coined the term “first moment of truth” to describe the importance of packaging in their marketing model.

Back in the beforetime, a friend of mine asked me over dinner in London if I knew about the Lyle’s Golden Syrup logo. I did not …

and was surprised to find out it was a dead lion with a swarm of bees emerging from its carcass.

I went on to discover that it was based on a Biblical story called Samson’s Riddle, that most people had never noticed what it was [friends, Twitter and various news articles validated this]…


Permission Denied

Late last year, the decision-maker behind the world’s largest advertising budget made a pronouncement about the future of the industry. Marc Pritchard, chief brand officer for Procter & Gamble, heralded a new age of personalised relevant communication he calls ‘mass one to one’:

“It’s not as reliant on mass marketing, it’s not reliant on mass advertising, it’s much more reliant on connecting with her — and then him, because dad becomes part of that process. I think that’s the future.”

This fusion of intimacy and scale is to be delivered by personalised content, informed by data and enabled…


No, it’s not.

We were delighted to be invited to speak at the launch of Eat Your Greens, a compendium clarion call for evidence-based marketing that we contributed to, in Amsterdam.

It was in a church and we were billed as ‘heretics’ because the principle thesis of the book is that marketers have for too long been guided by strongly held beliefs that are based on myths. Since there is no requirement for any formal education in marketing or advertising, an executive will gradually build a grab bag of anecdotes and framing metaphors that often have little relation to how…


Footnotes to Aristotle

It was Aristotle that first codified the rules of rhetoric and his treatise, the ars rhetorica, is still considered the most important work on persuasion ever written.

Rhetoric, the art of persuasive speech, was a crucial skill for leaders in ancient Greece and still is for presidents and purveyors alike. It establishes rules that are descriptive rather than prescriptive, which is to say it is an analysis of what works rather than an insistence on particular airs and graces. It’s a wide-ranging work but the area of most interest to those tasked with creating effective brand communication is called deliberative…


Faris & Rosie’s Year in Review | Getting the joke in early, as the update is several years late

TL;DR: In 2013 we quit our jobs in NYC, sold our stuff, went traveling, started a nomadic creative consultancy. And now it’s now. We’ve got something special for 2020 in store, but you’ll have to read on.
Our stories so far: YEAR ONE, NO EXIT STRATEGY

0. Preamble | What a difference a decade makes: 87,600 little hours…

You never know where life will take you, if you are open to being taken somewhere. When the 20-teens started, we were taking on the biggest corporate jobs of our lives, ‘living’ around advertising agency…


And now a word from our sponsor…

Advertising pays for content. Anytime you aren’t paying for a product, as this generation discovered thanks to social media, you are the product being sold. When commercial television was born in the USA, it was as a vehicle for advertising, as all mass media have been. Shows were created by advertisers to capture attention and sell products, there was no line between content and advertising. The host would often introduce segue with the classic line, making clear that the brand was an active participant.

Cigarettes brought you the Camel News Caravan, Fred and…

Faris

Hello! I'm Faris. I'm looking for the awesome. Founder/Genius Steals. Itinerant Strategist//Speaker. Author of Paid Attention.

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