Monthly Archives: October 2009

Part 3: Reputations > Brands

Many times, brand proponents make the implicit assumption that a brand in itself helps a establish a sustainable competitive advantage or a “moat” as Warren Buffet calls it. ?Buffet uses Coca Cola as an example where you can’t beat their brand is so strong. I disagree. They have massive distribution and distribution relationships. ?However, if… Read More »

The Death of Brand Advertising

“Most People Lose Money When They Advertise.” Where’s the empirical evidence? Brand advertisers. Ideally, I’d provide empirical evidence, but I’ll use the following shortcut instead: I estimate more than 95% of ad campaigns lose money by beginners. For experienced marketers, over 50% of campaigns still lose money. It’s not even a 50/50 bet. If you’re… Read More »