Cristiano Corsini’s Post

One of the most practical and actionable empirical laws in marketing is the Law of Double Jeopardy. It's a powerful tool that should guide a marketer's brand strategy no matter if your brand is in growth or decline, and in particular if you're responsible for a smaller brand. As defined by Prof. Byron Sharp, in his book "How Brands Grow", the law has two essential findings: 1) Brand growth comes primarily from market penetration (not from your existing (loyal) customers) 2) To improve loyalty, you need to win more customers. (As it is very difficult to grow loyalty without improving market share) Thus as a marketer, aim to have two parameters backed into your communication/product strategy: 1) Degree of Mental availability: The propensity for the brand to come to mind in relevant buying situations 2) Degree of Physical availability: How easily the brand can be found and bought (number/ type of sales channels, UX throughout your sales funnel, etc.) The lesson should be clear: To succeed in your market 1) Continuously invest in brand-building activities and distinctive brand assets 2) Increase your product availability and ease of purchase 3) Invest in excess share of voice (eSOV) over several years. Acknowledging the Law of Double Jeopardy helps guide your (strategic) decision-making, allowing you to grow your brand and sales revenue in the long term. What is your experience on the topic?  Let me know in the comments below. #brand #branding #brandmanagement                                                    #marketing                                                      #strategy

I got to this article after researching long-term branding vs short-term performance marketing. Mark Ritson, prof. of marketing and my favorite Marketing Week columnist, led me to the work of Binet and Fields, which brought me to this Harvard Business Review update on their work "The Long and the Short of It" on the goals or more importantly, the balanced approach to those two marketing strategies. Key takeaway: performance-based marketing and its metrics have too long overshadowed the important work of long-term brand building, largely due to the poor tools for measuring brand affinity. But that's changing. Great food for marketing thought here! #marketingstrategy

Happy to share that my second article on hierophanic marketing is out in The Branding Journal. Swipe through the carousel to solve the riddle! The article is titled "Sustainability as the Modern Sacred: Restoring Marketing to the Position of Power". The task at hand for #marketing is to serve two masters at the same time: the brands and the planet. In this article, I explain why ‘do-gooder marketing’ fails at this task and examine an alternative approach that can help the industry recapture its prestige AND serve the #sustainability goals better. This fresh approach completes our 2x2 'Evolution of Marketing' matrix. Also in the article: 🗿 Evolutionary analysis of four marketing types: Door-to-Door, Mad Men-Style, Do-Gooder and Hierophanic.  🗿 In-depth look at recent eco-themed campaigns from Apple, IKEA and Busch Light. 🗿 We go deeper into the magical world of hierophanies. I want to thank industry thought leaders Marty Neumeier and Paul Randle for supporting me on this journey. Huge thanks also go out to Marion A., Founder of the Branding Journal, for her insightful editorial feedback. P.S. Find the complete article shared in the comment section.

"Excited to share that I've completed a workshop on digital strategy brand marketing! 🚀 This insightful course has equipped me with the latest tools and techniques to excel in today's competitive market. Looking forward to implementing these strategies and driving impactful results for brands! #DigitalStrategy #BrandMarketing #ContinuousLearning"

foundations of marketing: In first year of university I was challenged in creating an infographic poster highlighting marketing insights of a chosen brand/business/product or market.  My chosen brand was absolute vodka, to successfully complete this assignment I analysed the potential customer target markets, their Unique selling point, their STP, I created a detailed SWOT analysis and identified their marketing communications.  This assignment allowed me to understand the foundations of marketing and how to evaluate varied research methodologies. 

Q: Can an outsider see insights you’re missing? In the past 4 years, companies have moved away from tasking internal team members with research (-3%), in favor of using an outside firm. This is partially due to expertise in specific areas. But it also speaks to the idea that fresh, outside perspectives can often result in fresh, unexpected insights. At Positive Brand, we take a research-based approach to helping purpose driven brands generate measurable results. If your organization could benefit from a fresh perspective on your brand and your customers, contact us for an initial consultation or download a sample research report. https://lnkd.in/e5nJaJZz (SOURCE: Hanover) #PositiveBrand #PurposeDrivenBrand #PurposeDriven #Advertising #AdAgency #Branding #BrandingAgency #BrandMessaging #AdvertisingAgency #Marketing #Research #MarketResearch #PositiveResults

In the ever-evolving landscape of marketing, a recurring question from mid-sized brands often echoes in the corridors of Fat Earth Media: "Should we prioritize brand building or performance marketing?" It's a dilemma that seems to perplex many, but here's our take — the two are not just complementary; they're essential partners in the journey of growth. 2024 demands a holistic approach. Relying solely on bottom-of-the-funnel tactics might deliver short-term gains, but it lacks the differentiation needed for sustainable growth. It's akin to running a race with no finish line — a continuous battle on price without standing out in the market. Conversely, putting all your eggs in the top-of-the-funnel basket may expand your reach but without a solid strategy to convert that awareness into action, it's an opportunity missed. The magic lies in finding the right balance, tailoring your approach to align with your specific goals and growth phase. Curious to explore more about striking the perfect balance between brand and performance marketing? Drop us a line to continue the conversation. Let's navigate the complexities of 2024's marketing landscape together.

Achieved a marketing specialization, mastering brand strategy, consumer behaviour, marketing mix, market research, and more. Proficient in crafting impactful campaigns, driving engagement, and analyzing market trends.

“Performance or Branding?”: that’s the question for all of the Marketing Managers. “Where and how to invest to have the best ROI possible, first of all in terms of sales?”. The research made by the authors of this article issued on the Harvard Business Review offers one of the most convincing answers ever. The starting point of the theory by Roger Martin, Jann Martin Schwarz and Mimi Turner is simple and complex at the same time: the Brands which are able to set up a memorable, valuable and deliverable promise to the customers and create a consistent campaign around it are most successful than others which aren’t. Why? Because such a promise is an act of strategy, not simply a marketing action. It says which is the core target the Brand wants to engage and create relationship with, as well as how it will make it and beat the competition. Moreover, the Customer Promise talks to all of the stakeholders, including employees and internal functions (sales, manufacturing, finance and so on) and investors. The authors of the article scientifically demonstrate their theory by studying, elaborating and classifying the data for more than 2,000 campaigns that had entered competitions from 2018 to 2022, extracting them from the WARC database of 24.000. Eventually, process wide, is also mostly interesting the five step cycle which is introduced to take the Promise to the market: understand, design, issue, project and fulfill. In my opinion, a study which has to be considered a milestone, a model to follow for researchers and marketing managers. #marketing #strategy #advertising #customerpromise #branding #sales #marketingstudy https://lnkd.in/dQnwrgfS

This week in #COMM231 class we delved deep into the pivotal role of strategic research in sculpting robust brand strategies .The talk was insightful and focused on the "why" of strategic research in the current dynamic market environment, in addition to the "what" and "how." Strategic research is more than a tool; it's a lens through which brands can foresee market trends, understand customer journeys, and navigate the complexities of consumer behavior. Here’s what stood out to me: Foundation for Brand Strategy: Before a brand can speak, it must listen. Strategic research offers those critical insights that shape brand positioning, messaging, and value proposition. Customer-Centricity: In the age of personalization, understanding the nuanced needs, preferences, and pain points of your audience is paramount. Strategic research places the customer at the heart of every brand decision, ensuring that solutions are not just innovative but also relevant. Risk Mitigation: Entering new markets or launching new products without the compass of strategic research is akin to sailing in uncharted waters. By providing a clear understanding of market dynamics, research helps brands navigate challenges with informed confidence. Competitive Advantage: Knowledge is the ultimate competitive advantage. Through continuous monitoring and analysis, brands can stay one step ahead, identifying opportunities for differentiation and growth. Adaptability & Evolution: Markets evolve, and so do customer expectations. Strategic research enables brands to remain agile, adapting strategies to meet the shifting landscape and sustain long-term engagement. As we discussed these points, it became clear that strategic research is not just a phase in the marketing plan; it's a continuous commitment to understanding and delivering value to customers. For brands looking to thrive in today's competitive environment, it’s an indispensable part of the journey. I am excited to keep learning more each week and exploring these insightful tools and strategies in business! I have attached a short video that might be beneficial to the marketers out there. https://lnkd.in/gYTFtDYn #COMM231 #StrategicResearch #IntegratedBrandManagement