The economics of brand building separates good marketers from chumps
How to avoid the trap of commodification and enter the magic realm of margin.
You get good marketers and you get money wasters. What separates the two is a nuanced understanding of what makes promotional communication commerically effective.
In this week's post of Daily Maverick I break down why one particular South African brand is following their own tired playbook of squandering cash.
Successful advertising boils down to economics
Great marketers know not to spend too much money on an idea that generates short-term hype alone, but rather on a concept that is distinctive, likeable and allows for momentum to be built.
Jon Cherry