Adformantie.
The lessons from Sharp, Binet and Field still matter, but you shouldn't be ashamed of your short-term strategy.
Last week, during Koffiedik Kijken 2020, it was back: the cry for help from marketers to stop with that short-term focus. Rabobank's Dorkas Koenen predicted - or actually hoped - that by 2020 marketers will really stop focusing on quick profit and product-oriented communication. "The trick no longer works," said Koenen. "It breaks brands," David Snellenberg also wrote in an emergency letter to Adformation last year.
Lately, it has become popular among marketers to cite publications by Byron Sharp (How Brands Grow) and The long and the Short of it by Les Binet and Peter Field. They show that successful brand building is due to conservatism. If you stick to your brand identity to a certain extent, focus on building brand associations, appeal to the widest possible audience and (as Nike's Phill Knight calls it) create an 'emotional tie' with your target audience, that promises greater market share in the long run . In other words, slow and steady wins the race. Something I myself have preached with great frustration for a long time.
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