Online metrics often lead to ‘short termism’. The possibility to measure behaviour and sales makes marketers decide to invest the majority of their budgets in ‘the now’, at cost of brand building activities for long-term growth.

Marketing theories often inspire us and encourage action. But which next trend to follow? Evidence based marketing – largely substantiated by science – aims to show you what the right things are to do for sustainable brand growth.

Generally people do not think about brands. Take a look at your grocery list, no brands noted are there? So, mental availability is overestimated.

Everybody understands ‘disruption’ that occurs in many markets, caused by new digital opportunities. Many times new ways of becoming available is the success factor, distribution is key in every industry.

Price promotions are the true solution for revenue increase and should be repeated strategically in parts of the market year round.

(1) Forms or shapes or sounds that mean nothing in itself (2) that you can fully own (3) and are unique and standing out can become distinctive assets for your brand.

Consistent branding across all platforms helps building your brand via all possible touchpoints. Not doing this properly will lead to revenue loss which however is hard to calculate. Consistency over time is less important though, as long as all platforms convey the same branding.