Long and Short

"The Long and the Short of It" explores the balance between short-term sales activation and long-term brand building in marketing.

Les Binet and Peter Field analyze IPA effectiveness award data to demonstrate the importance of both approaches.

The book argues that while short-term tactics drive immediate sales, long-term brand building creates lasting value and sustainable growth.

It provides a framework for allocating marketing budgets effectively, suggesting a balance that favors long-term investment.

The research highlights that emotional campaigns are more effective for long-term brand building, while rational campaigns are better suited for short-term sales.