"Yet arguments rage about how much brands are worth and why. Firms that value them come to starkly different conclusions. Most of the time they do not appear as assets on companies’ balance-sheets (see article). One school of thought says brands succeed mainly by inspiring loyalty. “Consumers would die for Apple,” believes Nick Cooper of Millward Brown. Others take a cooler view. Bruce McColl, who as the chief marketer of Mars oversees Snickers chocolate bars, Whiskas cat food and other brands, is on record as saying that “consumers aren’t out there thinking about our brands.” And however much brands may have been worth in the past, their importance may be fading."

Marketing: What are brands for? | The Economist

The Case for Creativity from James Hurman

(via The Case for Creativity)

(via https://twitter.com/jacobseverin/status/503796248218832896)

Quick course in extrapolation

(via https://twitter.com/jacobseverin/status/503796248218832896)

Quick course in extrapolation

"So despite the new evidence that the 10,000 rule is bull, like the studies and articles that came before it, that message will likely fall on many deaf ears. The 10,000 hour rule seems to have entered into the common lore about success: it’s a nice idea, that hard work will actually pay off. And no peer-reviewed study has so far succeeded in toppling that catchy message."

The 10,000 Hour Rule Is Not Real | Smart News | Smithsonian

"But what happens when sharing becomes oversharing, when a good cause becomes just another irritation in your news feed? “Yes, there’s always going to be that point of saturation, but so what?,” Dr Nelson-Field says. “In this case the legitimate outcome was donations, so we could be talking here for 10 hours about the success and the science behind the sharing of this video. “But are people donating? Yes. “Do you know what disease (the Ice Bucket Challenge) is for? “Yes, motor neurone disease. “To me that’s a success.”"

Activism or ‘Slacktivism’? Can the #IceBucketChallenge really change the world? | The Advertiser

(Source: vimeo.com)

"The results found that three brand image factors stand out as particularly strong price premium determinants: uniqueness, social image and home country origin. In all but the dried foods, the country of origin was the third strongest factor, with consumers responding to a product or a brand more favourably if it has a positive country-of-origin image. Corporate social responsibility (CSR) is significant but among the weaker aspects regarding its impact on customers’ willingness to pay a price premium. This should raise some concerns for CSR brands, which due to higher costs of production need to charge a premium price."

Emerald news - Journal of Product and brand Management

"I’ve often found that ‘brands as people’ is too artificial, not to mention that a rigid ‘essence and values’ model is just too limiting, especially for a fast moving media landscape like we have today. But I’ve never bought ‘brands as conversations’ and ‘relationships’, which all the data tells us is, as far as generating business growth, hogwash. I do like the idea of brands thinking of themselves more as content creators and less as advertisers. This shouldn’t be news to anyone - the best advertising has never felt like an ‘ad’ it has always rewarded the viewer - but it’s fair to say that more and more of what we do needs to add value where it shows up and what people are looking for."

Northern Planner

"His principal gift to the advertising world is one such smart heuristic - it should be said that this one crops up less frequently than it’s usefullness would indicate - the recognition heuristic. In simple terms, this means that when faced with a choice between something familiar and something unfamiliar, people tend to opt for the former, and this choice is often the best choice. In other words, it’s usually sensible that people should place a higher value on something they recognise over an alternative that is less familiar. Therefore recognition based heuristics help consumers choose which brands to buy in frequently purchased categories. Another way to describe this is salience.
Salience in this context, being the propensity of a brand to come to mind in buying situations."

Never get out of the boat: a note on recognition heuristics and moving from party tricks to business results

"o, a word to the wise: do tests to see if your ‘nudging’ can increase demand, don’t believe the hype and don’t forget that the main reason your sales aren’t what you’d like them to be is that your brand doesn’t have the mental and physical availability to produce the demand that you would like. And no ‘hidden persuaders’ are going to fix that problem."

Neuromarketing is overrated and an over-fascination with science is silly, says this Professor | Marketing magazine