Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast cover image

Mark Ritson: How to Grow a Company From Nothing

Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast

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The Long and the Short of It

A couple of relatively old advertising planners, called lesbine and peterfield, came up with a theory called the long and the short of it. They showed that in different industries you want a frent mix of those two things. The general rule for consumer brands is about 60 % long, forty % short. And actually, after four years, you'll have made much less money than if you did the 60 40 from the start.

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