The Best Brands Win.

Posts by

Haris Spahic

Brand Analyst at BrandOps.

Prof. Mark Ritson calls this

Ending the brand vs performance marketing debate

We are human beings first, marketers second. It's why we gravitate towards self-preservation. The "brand vs performance" debate is the most relevant example of that. Turning the two into a zero-sum game may benefit an individual marketer's interests, but it will rarely benefit the company they work for. No matter what their job title says, all marketers are hired for the same reason: to create shareholder value. If they succeed in this, how they did it is less important because both brand and performance marketing are just different means to an end. This is what makes brand vs performance marketing a false dichotomy.

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Category Entry Points + Digital Marketing

How Category Entry Points apply to digital marketing

Category Entry Points (CEPs) are the reasons, triggers, or occasions when someone considers buying a product in your category. Brands have an interest in being mentally attached to CEPs to get bought more often by more people. As such, CEPs are a form of mental availability. As a concept, they originate from the Ehrenberg-Bass Insitute. A very similar model that is popular amongst marketers in tech and B2B is called Jobs To Be Done (JTBD) model.

While they can be a powerful competitive moat for any brand, the problem with CEPs is that they are often presented in an abstract way. Not much is said about CEPs, other than what they are and how leading brands establish them by big, expensive offline advertising campaigns (TV being the most effective channel). Many brands don't have a budget to make those TV advertising success stories relatable or useful.

This blog post fills the gap between brand experts and execution-level digital marketers by explaining the practicalities of CEPs: how they relate to major digital marketing concepts, how your brand can use them, and how BrandOps can measure them.

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Stop branding everything like it's a candy bar!

What do most branding experts have in common? The information they share on branding nearly always assumes the context of FMCG (fast-moving consumer goods) brands. While the advice they share is indeed valuable, not making this highly specific context of their advice known upfront often misleads marketers into accepting their information as end-all-be-all branding truths. Some FMCG branding advice applies across various categories, however, knowing which elements to embrace and which ones to dismiss will be the difference between success and failure.

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Brand Attention

What is brand attention?

"Marketing is a contest for people's attention." - Seth Godin

Brand attention refers to the level of interest and intrigue a brand is generating. Brands with high attention scores stimulate purchase intent and ultimately make more sales.

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