De-Clutter Your Mind: Seven Worries You Can Drop from Your Research Agenda

Jenni Romaniuk

Ehrenberg-Bass Institute

Even when an idea seems intuitive—and even logical—it only is as strong as the empirical evidence that underpins it. The value of each idea should be judged on the evidence available at that time. And few ideas are strictly immutable. Future research may provide new evidence that demands reevaluation; when they do, we should change our opinion. Until that time, do not waste resources worrying about that which the evidence suggests is inconsequential.

Here are seven facets of marketing that are common to strategies, briefs, and models but lack evidence of any impact on brand performance. These ideas draw attention, time, and money from the important areas of marketing. They distract. And, even worse, they sometimes mislead.

CREATING A BRAND PERSONALITY