The Different Ways Small Brands Get Fucked by Bigger Brands

Paul Dyson is a marketing statistician who for many years ran data to decisions and he's done many interesting things. He looked at with a really really complex analytical model that I definitely don't understand what are the drivers of advertising profitability. Small brands get fucked because they have much smaller market shares but remember it's double jeopardy so smaller brands get fucked in both directions. The number one driver of whether you're advertising will be successful hasn't got anything to do with the advertising itself, media or creative says Paul Dyson.