What Should You Focus on First: Revenue or Profits?
The main finding? If you can choose, CHOOSE PROFITS FIRST. You’re 2.5X more likely to become a star if you begin from a high-profit-low-growth position than from a high-growth-low-profit position.
Do Heavy Buyers Stay Heavy?
The TL;DR: not so much.
In a classic study,The NPD Group measured the purchase frequencies of 2,261 consumers across 27 brands in both CPG and non-cpg categories. Then they came back a year later to see how much folks were stll buying.
Is Advertising a "Tax for Being Unremarkable"?
If this is true, why is Amazon — clearly a pretty remarkable company, a TECH company, and seemingly ubiquitous — why is it the largest advertiser in the US today, spending $16.9Bn last year on ads?
Funky Taglines Are Good Taglines
Taglines, slogans, & straplines are supposed to be useful devices to help people think of your brand, and maybe even think something particular about your brand.
What Your Media Says About Your Brand
But what about entire swaths of media? If you advertise on TV, does that signal something that advertising on social media doesn't?