Brand isn't dead, the 95:5 rule & why AI is B2B's most powerful painkiller - Jon Lombardo and Peter Weinberg
Uncensored CMO
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The Enduring Relevance of Brands
This chapter explores a contentious debate sparked by claims that branding is no longer relevant in the marketing landscape. The speakers critique contrasting viewpoints from notable marketing figures, emphasizing the empirical basis for maintaining the importance of brands even in a technologically advanced era. They discuss key concepts like the Ehrenberg Bass 95-5 rule, highlighting the necessity of brand recognition and consistency in engaging potential consumers who are not yet ready to purchase.
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