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Marketers are perpetually looking for the most useful metrics to guide marketing decisions.  None are perfect and many are in flux. Share of voice (SOV) became a marketing staple decades ago.  In theory, share of voice is a simple way to compare a brand’s media spending against the total media spending of the category.  The metric was bolstered by research…

The post share of voice first appeared on Marketoonist | Tom Fishburne.

Tom Peters ushered in the age of personal branding with a 1997 cover story in Fast Company titled “The Brand Called You.”   He wrote: “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To…

The post personal branding first appeared on Marketoonist | Tom Fishburne.

I find few things as silly in the world of marketing as the classic Brand Onion.  The Brand Onion goes by many names — Brand DNA, Brand Architecture, Brand Wheel, Brand Key, etc. — but it’s basically a one-page synopsis of a brand, collectively word-smithed by the marketing team. In theory, a Brand Onion is a simple tool that can…

The post every brand onion first appeared on Marketoonist | Tom Fishburne.

Last week, Facebook released a free beta for a new virtual reality meeting experience called Horizon Workrooms.  Using their Oculus Quest 2 VR headsets, Facebook re-imagines the future of meetings where we’ll all show up as cartoon avatars that will mimic our movements and facial expressions. Facebook exec Mike LeBeau said: “In a virtual reality collaborative space you remember conversations…

The post this meeting could have been an email first appeared on Marketoonist | Tom Fishburne.

There’s an adage that “Marketers get tired of their advertising before consumers do.”  The same is true for all aspects of a brand.  A brand team spends so much time surrounded by the same old brand assets, it can be tempting to change for the sake of change.  Marketers are also tempted to leave their mark on a brand the…

The post brand fatigue and brand consistency first appeared on Marketoonist | Tom Fishburne.

When I worked on the method brand from 2006-2010, we often talked about about trying to stand out in a “sea of sameness.”  Like many aisles in the grocery story, household cleaning was dominated by brands that looked and sounded alike — same stock bottle packaging, same messaging, same product benefits, same designs, same claims.  There was very little differentiation…

The post sea of sameness first appeared on Marketoonist | Tom Fishburne.

Media spend is rebounding in 2021 with a continued spending shift from traditional to digital channels.  Zenith reported this week that digital ads will make up 58% of total ad spend in 2021, up from 48% in 2019 and 54% in 2020. A few years ago, Mark Ritson wrote an interesting article responding to research from Radiocentre and ebiquity that…

The post media planning first appeared on Marketoonist | Tom Fishburne.

Consumers expect personalized experiences.  Yet they also grate at attempts by marketers to collect personal data about them to deliver these personalized experiences.  That’s a paradox that marketers increasingly have to navigate. There’s a fine line between cool and creepy, between personalization and stalking. For years, the default mode in marketing was to collect as much consumer data as possible,…

The post the personalization privacy paradox first appeared on Marketoonist | Tom Fishburne.

I was struck by this observation from Ron Carucci in his HBR article last month on returning to the office: “If the transition to WFH wasn’t challenging enough, the transition back to the office may prove even more difficult.  “Our brains will be looking for familiar routines to “return” to that simply won’t be there. And when that happens, our…

The post back to the office first appeared on Marketoonist | Tom Fishburne.

Faris Yakob wrote an interesting piece last year on what motivates consumers to buy, particularly in the few seconds a consumer spends at shelf.  He wrote: “In 2005 P&G coined the term “first moment of truth” to describe the importance of packaging in their marketing model. The first point of contact is encountering an advertisement, the second is when they…

The post marketing myopia and brand choice first appeared on Marketoonist | Tom Fishburne.