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The Most ABSurd Blog

Ethan Decker Ethan Decker

What Can a Brand "Own"?

Every brand wants to ‘own heritage,’ but in mature categories, size—not story—drives those associations.

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Ethan Decker Ethan Decker

LOYALTY TO CAR BRANDS? MAYBE

We think car buyers are fiercely loyal, but most switch brands far more often than marketers—or Steve Ballmer—would believe.

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Ethan Decker Ethan Decker

We still don't know which half

A century after Wanamaker, we still don’t know which half of our marketing beliefs are wrong—but brand science can finally show us.

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Ethan Decker Ethan Decker

Little loyalty in hospitality too

Turns out your favorite hotel, cruise line, and airline aren’t all that different — a new study shows most hospitality brands win by being generic, not unique.

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Ethan Decker Ethan Decker

Loyalty can't die

Nielsen says “disloyalty is the new black,” but the truth is, shoppers have always been brand hoppers — switching’s not a trend, it’s human nature.

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Ethan Decker Ethan Decker

Online brands are flocking to TV

Purple’s pouring money into TV because they actually want to grow big—and TV, the “dying” medium no one watches anymore, is still one of the best ways to do it.

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Ethan Decker Ethan Decker

Don't target Millennials after all

Marketers love chasing Millennials — they’re young, hip, and values-driven! Also: broke. Low wages, high debt, and zero wealth make “purpose” less a virtue and more a survival strategy.

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