Boosting returns from smaller budgets

Peter Field

In this article, Peter Field analyses a mass of case studies from around the world to discover how brands with a smaller share of voice have managed to make inroads in the markets of their bigger competitors.

Boosting returns from smaller budgets

Peter Field

This article probes the effectiveness case studies of the world to explore the common strands running through the marketing activity of brands that appear to have grown, despite being heavily outspent by larger players. The cases cover markets as far apart as Australia and Canada.

There is a depressing 'truth' in marketing that by and large what you get back in terms of growth for your brand is dependent on how much you put into the communications budget. This is bad enough for smaller brands that lack the scale economies of their larger...

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