How big should you make the logo?
Like, does it hurt a brand’s likability if the logo is too big?
Turns out no. It doesn’t.
Clear Channel UK did a nifty study on an outdoor ad for Müller, a €4.6Bn yogurt & dairy maker in Europe.
Is a diamond still forever?
When does one of the world’s most famous, most iconic, and most successful marketing campaigns “wear out”?
“A Diamond Is Forever” launched in 1948 by De Beers, and it helped the diamond engagement ring become a default part of betrothal. It’s so ubiquitous it feels more like a colloquialism than an ad campaign.
What’s the best-size influencer to work with?
Like, should you work with small, “niche” influencers, or big (and probably expensive) superstars?
Wies, Bleier, & Edeling did a nice analysis of Instagram campaigns to try and figure it out. It was a meaty study.
What do we mean when we say “brand”?
It's one of those words like “love” or “art” that means lots of things.
Here's a super-simple way to clarify it for those in the trenches.
BIG B BRAND is your reputation.
LITTLE B BRAND is how people know it’s you.
What really drives market share growth?
Ok ok ok, first of all: caveats galore. This stuff is complicated. And multifaceted.
But Bruce Clark of Northeastern University did an elegant study recently that gives us some clarity.
18,000 shoppers. 112 brands, 36 countries, 1 FMCG category. (Pretend it’s snacks. Or soda.) One nice set of year-over-year data.
Which election map should we be using?
Why go through this seemingly-basic stuff in such detail?
Because if we chase the wrong data in business, that can be dangerous. And if we do so simply because we didn’t display it well, that’s just crazy.
If bad data takes you confidently in the wrong direction, then bad data visualization lets you jump confidently to the wrong conclusions.
Why do polls fail?
Like, why do political polls seem to be so bad at predicting elections.
There are two parts to the answer.
1: UNACCOUNTED-FOR ERROR
2. OUR EXPECTATIONS OF POLL PREDICTION
Can a strong brand improve performance marketing?
Like, does performance marketing perform better if you have a strong brand?
Tracksuit worked with TikTok to find out.
They studied 3 years of TikTok data from AUS/NZ for 11 brands running ads for at least 10 months each. Aided brand awareness ranged from 10% - 60% for the brands.
How bland can brands get, anyway?
In the past 20 years, bland cars — black, white, gray, silver (aka gentrified gray) — have gone from 60% of all new cars to 80%. Yowza!
White cars are #1, having nearly doubled from 16% to 28%.