Mythbuster: Kiss of death

Les Binet and Sarah Carter

In their regular column, Les Binet and Sarah Carter of DDB expose the myth behind a commonly held tenet of marketing wisdom.

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...

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