Is advertising really a "tax on the poor"? Data from major streaming apps says no. Rich and poor pay to skip ads in equal numbers. We think buyers act like economic models, but we're capricious. Rich people buy budget; broke people splurge.
#appliedbrandscience #brandscience #marketing

We assume B2B buyers stick with suppliers forever. But data shows churn is as natural as lint in the laundry, ranging from 11% to 56%. Small brands face even higher churn due to the law of Double Jeopardy. Start measuring against reality.

#appliedbrandscience #brandscience #marketing

I'll be running a workshop at the 4As STRATFEST in NYC next Tuesday Oct 6.

"What the C-Suite Needs to Learn from Marketers (and How to Teach Them)"

Hope to see you there.

#Stratfest #BrandScience

We obsess over brand purpose, but buyers just scan the streets for a green mermaid or grab "the blue one." We don't read; we recognize. If your brand isn’t instantly easy to spot, your values don't even get a chance to work.

#appliedbrandscience #brandscience #marketing

One of the more counterintuitive findings of brand science is that if someone is a HEAVY category buyer, they tend to be the LEAST loyal to brands.

Hot sauce is a great example.

People like my friend Tanya who buy a ton of bottles ALSO buy a ton of brands.

#brandscience #marketingscience

Would you rather be unique, or be remembered?

Most brands act like those are the same question. They're not.

You don't need a special idea. You need a familiar one, delivered consistently, forever.

Boring? Kind of. Also effective.

#appliedbrandscience #brandscience #marketing

If you want people to be INTERESTED in your brand,
then your brand has to be INTERESTING.
(Obvi.)

#appliedbrandscience #brandscience #marketing