Marketing is a science
According to the researcher from the Ehrenberg-Bass Institute, the marketing manager must promote a culture in order to prove the effectiveness of the marketing.
Dr. Nicole Hartnett is a Senior Marketing Scientist at the Ehrenberg-Bass Institute and one of the editors of the Journal of Advertising Research.
The Ehrenberg-Bass Institute has achieved global recognition through researchers such as Professor Byron Sharp and Professor Jenni Romaniuk, who have popularized principles of how branding works. In particular, the book How Brands Grow has become a phenomenon in marketing circles globally.
– We are researchers looking for evidence of how marketing works, and much of what we do is funded by our sponsors, says Hartnett.
Hartnett is one of the institute’s leading experts in advertising analysis and effect. She works closely with Ehrenberg-Bass’s sponsors to investigate brand identity, and what gives brands the greatest impact.
It is normal to have many disloyal customers
One of the most important patterns she believes we should be aware of is “double jeopardy”.
– This law describes how small brands suffer doubly. They have fewer customers who are a little less loyal. The biggest difference between small and large brands is the number of customers they have, not how loyal the customers are.
Small brands always start at the back of the field because they have to build completely new memory structures in the target audience’s memory. Big brands can focus on refreshing and enhancing the memories that are already there.
– Small brands are small because they are not well known, are difficult to notice and are not easy to buy. To gain market share, they must constantly ask themselves what they can do to increase both mental and physical accessibility, work with category entry gates, and not waste money communicating only to the same small target groups.
Success over time requires loyalty to the messages and the visual expressions, so that the brand can build the memory structures that create awareness, trust and credibility.
Read the full article in iteo.
