#4653

Mentioned in 9 episodes

The Long and the Short of it

Book •

This book explores the importance of balancing short-term sales activation with long-term brand building.

It provides evidence-based recommendations for marketers to optimize their advertising investments effectively.

The authors emphasize the distinct approaches needed for short-term direct response versus long-term brand growth.

Mentioned by

Michael Aaron Flicker

Ann Marie Kerwin

Mentioned in 9 episodes

Mentioned by

Sarah Carter

, referring to how its name creates a false dichotomy between long-term and short-term marketing.

How Not to Plan in 2026 with Les and Sarah

Mentioned by

Mason Cosby

as a source of data outlining the balance of brand building versus sales activation.

Webinar: Misaligned Despite Our Best Intention. How to fix the marketing and sales silos with ABM with Mason Cosby

Mentioned by

Liam Moroney

as the authors of "The Long and the Short of It", a defining book on the relationship between long-term and short-term marketing.

EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success

Mentioned by

Michael Aaron Flicker

when introducing the interview with Les Binette.

MichaelAaron Flicker and Richard Shotton on 100 episodes of behavioral science, brands, and ideas that actually work

Mentioned by

Jon Evans

and

Ann Marie Kerwin

while discussing the importance of creativity in advertising.

Marketing Truths: The Multiplier Effect Explained with System1

Mentioned by

Simon Peel

as becoming quite famous in the US.

Selling in Marketing Effectiveness with Simon Peel

Mentioned by

Andrew Tindall

in confirmation of a lot of marketing thinking.

Ep 10: Mail is a ‘super touchpoint’ with Andrew Tindall

Recommended by

Mason Cosby

, referencing research on the balance of brand building versus sales activation.

The One-Page Blueprint for Building a Scrappy ABM Program | Ep. 180

Mentioned by

Lucy Jameson

to highlight that fame and emotion are the biggest drivers of growth for brands.

From £0 to Global Agency in 8 Years (300+ Employees) | Lucy Jameson | #24

Mentionné par

Lucas Duquenne

pour souligner l'importance de considérer le long terme afin d'évaluer les bénéfices du branding.

ROI immédiat vs construction de marque : la bataille du temps - Camden

Mentioned by

Michael Aaron Flicker

when comparing it to brand to performance, and showmanship and salesmanship.

Interview: Orlando Wood, author of Lemon and Look Out, on why showmanship beats salesmanship

Mentioned by

Seth Matlins

in reference to the study and booklet by Les Binet and Peter Field.

The one with DoorDash Chief Marketing Officer Kofi Amoo-Gottfried about the sum of all interactions and associations.

Mentioned in the show notes as one of the equally important books related to the discussion.

The one with Autodesk CMO Dara Treseder about the art and science of engaging audiences

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