How not to plan - Les Binet & Sarah Carter
Uncensored CMO
Is Wear Out Really a Threat to Brands?
In most cases, the impact was from small to reasonable. In almost every case, wherein existed rather than where else. I am wondering strangely whether the current challenges we're facing economically are actually forcing a little bit of this. We just finished a huge study for a very big global brand. Can't see who they are. But the vast majority we tested is a number of their ads over the last four years. And every single one, except the very specific time limited ones linked to sponsorship of big global sporting events, right? Shall we say everything else wore in? Even looked at length of time. We looked at every variable to try and cut it in a way that to disprove it
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