01:19 – Why did you do this research?03:08 – What do you mean by personalisation and segmentation?06:02 – Sam talks through the key arguments in the paper.09:54 – What were the findings from the case study?15:31 – The needs of a brand change as it grows. 22:54 – Brand is a way of securing future cashflows.
Anti-personalization: The best ad for one, is the best ad for all
How generational analysis can help marketers predict future...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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Bray Leino
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