Demonstrating Marketing’s Value

“I have more data than ever, less staff than ever, and more pressure to demonstrate marketing impact than ever.” —A Chief Marketing Officer Now more than ever, marketing departments face pressure to demonstrate their value to the firm. They need to connect marketing investments to brand attitude metrics (‘consumers love us!’) to behavioral (‘they buy…

O2O lifts profits, even offline sales

Online-to-offline (O2O) channels offer innovative ways to order daily products and services online (via apps) and have them delivered fast offline. Enjoying rising popularity among consumers, the global pandemic saw their growth accelerating. Delivery Hero, the world’s largest food delivery app, saw orders double, while Instacart added 300,000 workers in eight weeks. In BrandZ’ 2020…

Driving brand equity online

‘You can’t build a brand online. You have to go offline’ Used to be the one-size-fits-all advice from the advertising industry. While offline marketing allowed the brand to create and maintain positive associations, online marketing used to be restricted to monetizing this brand equity. Unfortunately, the online ad industry reinforced this perception with a focus…

10 ways CEO traits affect innovation and stock returns

Companies are not faceless corporations; individuals such as CEO and CMOs set their strategies. Our systematic review focuses on four main characteristics—personality, demographics, experience and compensation—to arrive at below 10 propositions on innovation and stock returns. The empirical evidence is mostly based on CEOs, so we call for future research on other members of the…

What should we use our brand budget for during COVID-19?

‘Brands should find solutions instead of selling passion or image. They need to be tangible and fast, not impressionistic and conceptual.’ (Edelman, March 30 2020). As my last blog reviewed the theory and evidence for HOW MUCH you should change your marketing budget, I was invited to go deeper into WHAT brands should spent this…

Myths on marketing in recession

This week saw 7 posts on whether or not brands should maintain/increase marketing spending during the current recession in my newsfeed (see links at the bottom of this page), so I can think of no better topic for my blog than reviewing the evidence: Is it true that cutting marketing spending costs you in the…

Good news during Coronavirus

Dear reader, Instead of my usual marketing science advice, or another ill-guided modeling blog about how to predict or stop COVID-19, I want us to share good news during this crisis. Which acts of kindness have you seen around you? What have you done for others? What have others done for you? Here are my…