On Strategy Showcase Debuting the U.S. version of The Long & the Short of it
Apr 12, 2025
David Tiltman, Chief Content Officer at WARC, dives into 'The Multiplier Effect,' a new report analyzing U.S. marketing data. He emphasizes the vital integration of brand building and performance marketing, especially during budget cuts. The conversation critiques traditional branding methods, advocating for modern strategies that blend creativity with measurable results. Tiltman also highlights the need for tailored approaches in the U.S. market and explores the balancing act between engaging current and future customers through effective advertising.
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US-Specific Brand Insights
- The report was created to validate long-held advertising principles specifically for the U.S. market using local data.
- It aims to modernize brand thinking by using relevant U.S. examples beyond traditional sectors.
Reinterpreting Brand's Role
- Scott Galloway's "the era of brand is over" critiques an outdated, shallow notion of branding tied to luxury price premiums.
- Modern brand building is broader and more complex than brand advertising via mass media alone.
Target Ads by Buyer Readiness
- Target advertising based on whether customers are in-market or out-of-market to maximize effectiveness.
- Use brand advertising broadly to prepare out-of-market customers for future purchase decisions.
