COMMERCIAL IN CONFIDENCE Seven Co$tly Sins of Brand Marketing Some key highlights/reminders 1 Jenni Romaniuk Research Professor: Ehrenberg-Bass Institute Jenni@MarketingScience.info We pay for our sins Waste time & money Miss opportunities Leave doors open for competitors 2 COMMERCIAL IN CONFIDENCE 3 1. Over-investing in Loyalty 2. Distracted by the wrong competition 3. Trying to find the ‘easy’ route to growth 4. Squeezing customers in product boxes 5. Differentiation over relevance/ branding 6. Using advertising to argue 7. Wasting the media budget on excess frequency Some knowledge to help us avoid making these errors 4 The Law of Double Jeopardy Small brands are penalised twice. They have (many) fewer users who are (slightly) less loyal. Duplication of Purchase Law Your customer base buys other brands in a largely predictable manner With more of their purchases going to bigger brands, and fewer to smaller brands The Law of Brand User Profiles Hardly Differ Any brand’s buyer base should mimic the category buyer base profile BE BUYABLE Do you cover key buying and usage situations? Packs, prices, category entry points etc Dismantle any ‘speed humps’ that slow down purchase 9 Build Distinctive Assets Anything that is not the brand name, that 
 triggers the brand for category buyers. Powerful recognition systems Use metrics to understand how the value of an asset rather than your ‘gut feel’ Fibres connecting the brain’s many regions Advertising is at its best when it works with human memory refreshing & (occasionally) building memory structures 11 Aim for cumulative reach Reach across both 
 targets and time Each spot should expose ‘new’ category buyers to the campaign who didn’t see it in other recent spots With some account for seasonality jenni@marketingscience.info Welcome to marketing’s age of enlightenment! Any Questions? 12 what marketers don’t know Byron Sharp 2