Like, does having a higher purpose, or social purpose, improve your brand’s financial performance?

This is an idea that was brought to its zenith in Jim Stengel’s 2011 book “Grow: How Ideals Power Growth and Profit at the World's Greatest Companies.” And it has held immense sway in the world of marketing ever since. 

Good marketers overthink things. 

How they segment the market. Their target. Their product or service offering. Their pricing. Their packaging and distribution strategy and partnerships and promotions. And they should. This stuff is hard.

But when it comes to connecting with buyers, great marketers UNDERthink it too.

Like, does changing your facial expression impact your viewcount?

Heck yeah it does.

Kapwing used an automated facial coding tool to see which facial expression (happy, afraid, surprised, disgusted, etc.) on the thumbnail got the highest view counts on YouTube. They checked hundreds of the most-viewed videos for the top 10 ‘Tubers in each of 10 categories (music, comedy, science, etc.).

Like, should you worry if your consideration rate is lower than the industry average?

F’rinstance, if you look at outdoor apparel brands in the US, you find that The North Face’s funnel is big, Patagonia’s is medium, and Helly Hansen’s is tiny.

My friend Benjamin Cawthray at Kantar wondered about this. So he checked Kantar’s panel of ~30,000 UK households across ten category-leading grocery brands.  

One measure of brand loyalty (lord I hate that term) is ‘share of wallet’ (SoW): f’rinstance, what percent of a household’s bottled water purchases go to a single brand, like Evian (the category leader)?

Like, can you have a high-priced car that’s also a high-volume car?

It’s one of the oldest truisms in business: if you raise your prices, demand (and thus volume) should go down. It’s the ‘Demand Curve’. Augustin Cournot described it in 1838.

But in these ‘unprecedented times’, does it hold up? Why yes, it holds up remarkably well.

Like, can you have a high-priced product that’s also a high-volume product?

It’s one of the oldest truisms in business: if you raise your prices, demand (and thus volume) should go down. It’s the ‘Demand Curve’. Augustin Cournot described the relationship in 1838 (20 years before the invention of the oil well).

But now that we have zillabits of data, does it hold up? Why yes, it holds up remarkably well.

Like, one of the big promises of digital media is targeting. HYPERtargeting even.

But how accurate is the data these big ad platforms have on us?

Adlook decided to find out.

Find out right meow.

“Hello world; is this thing on?”

It’s official: We’ve launched a podcast: COVER BRAND. We LOVE our alma mater, right?! We bleed gold & blue (or crimson & silver, or)

We LOVE our alma mater, right?! We bleed gold & blue (or crimson & silver, or).

But what does “brand loyalty” look like for colleges & universities?