Mythbuster: Kiss of death
Les Binet and Sarah Carter
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them…like the idea that brands have life cycles
Recently, we found ourselves talking to a group of institutional investors about the effects of advertising spend on the bottom line. At the end of our presentation, one of them asked a question. Yes, he understood the need for marketing support when launching a brand, but surely it is less important in the later stages of the brand life cycle?
Grrr… Brands do...