In recent years researchers in the marketing industry have developed some pretty convincing evidence that long-term, brand-focused advertising is more advantageous than short-term promotional advertising.
Some of our best marketing minds – Ritson, Binet, Field, Sutherland – have written about this. Although I’m not a researcher myself, I am strongly inclined to accept the research and agree with them.
And yet we also have reliable research that tells us that marketers are in a steady march away from brand enhancing advertising, and toward short-term “performance” advertising.
If we assume that marketers know what they’re doing (in my experience a very dubious assumption) we are left with this question: Why are people who are supposed to be professional and knowledgeable throwing more and more money at short-term tactics that don’t work well at building their brand, while stealing money from long-term ad strategies that do?
First let’s acknowledge the obvious…
