The Briton Les Binet – respectfully dubbed the “Lord of Effectiveness” in the industry – recently said in an online seminar for marketers that there are still “marketing idiots” who miss the opportunities that Corona is practically laying at their feet . He was referring to companies that cut their spending on brand building during the crisis and did not at least keep it stable or even increase it. His reasoning is as simple as it is impressive: long-term research has proven beyond doubt that long-term branding work makes the greater and, above all, sustainable contribution to the growth and profitability of companies (greater than, for example, short-term activation measures, price activities etc.)
And it is precisely this effect that you can currently buy more cheaply than before: the lower demand for advertising time and space has driven prices down. At the same time, people are currently spending more time consuming media than ever before.
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