
Category creation and product-led differentiation with Drift's David Cancel
How to Win podcast with Peep Laja
00:00
How to Build a Brand and Activate It
Marketing idols lespine and peterfield argue that the most effective advertising is split 60 forty between building and ectivation. The short term effects of marketing are easy to understand, we call this sales activation. Sales activation is any kind of marketing activity which is intended to evoke a fairly immediate response from the consumer. Bran building needs much broader reach, because you need to talk to people who might come to market over the next two to three years. And crucially, you need to engage them at the emotional level. To put it simply, in a digital world, emotional bram building is more important than has ever been.
Transcript
Play full episode