Guest: Professor Rachel Kennedy, Ehrenberg-Bass Institute for Marketing Science
Branding over Wine is hosted by Martin Schiere, an A-grade marketer himself and a regular Brandingmag contributor. Martin is a seasoned, hands-on manager and commercial leader with over 15 years of experience in accelerating or restoring growth to organizations. He combines cutting-edge strategies and marketing insights with practical implementation. His expertise definitely makes this podcast stand out.
In this new episode, Martin sat down with Prof. Rachel Kennedy, one of the founders of the Ehrenberg-Bass Institute for Marketing Science. The institute is the world’s largest center for research into marketing but you may know it by its director – Prof. Byron Sharp.
Prof. Kennedy has been recognized as one of “Advertising’s Big Thinkers” by the Advertising Association (UK), she ranks globally in the top 1% of advertising researchers and has been awarded a number of prestigious awards (including the Incorporated Society of British Advertisers for paper which best increases understanding of the way in which advertising works).
“Absolutely fundamentally, the clear implication from this knowledge – which is supported by billions of data points – is, if you want to grow, don’t focus on loyalty.”
Prof. Rachel Kennedy, founder and associate director of the Ehrenberg-Bass Institute for Marketing Science – the world’s largest center for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws:
- What happens when brands stop advertising?
- Predictable competition and why positioning matters less;
- Duplication of Purchase Law;
- Double Jeopardy Law;
- and more
One of the institute’s latest reports talks about what happens to sales when brands stop advertising for long periods – and, courtesy of Prof. Kennedy, we have made the report’s findings available to our readers (otherwise not available publicly) to better understand all the key facts that Prof. Kennedy talks about in her fascinating discussion with Martin.
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