The incalculable benefit of not going backwards
Jeremy Bullmore
Jeremy Bullmore argues that reinforcing existing attitudes may provide the greatest return on communication investment, despite being the most difficult to measure
LET’S INVENT a market: an established, low-tech, low-cost, repeat-purchase market. Let's call it the greeby market.
Greebies are used in more than 80% of households and are bought, on average, every three weeks. There are five competing national greeby brands, with market shares ranging from 36% to 9%. Most big retailers have their own-brand greebies. By volume, the total greeby market has been almost static for the...