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> Every major brand does it this way This is not completely accurate in my experience. Some brands do, particularly emerging brands. However, I can assure yo
by kcplate 5y ago
> Every major brand does it this way
This is not completely accurate in my experience. Some brands do, particularly emerging brands.
However, I can assure you there are a few major established brands that I could drop on here (but cannot due to NDAs) that everybody on HN regardless of their location worldwide would recognize. If I was to tell you the inner workings their marketing operations you would be surprised at the lack of measurement and analysis they actually perform on campaigns. The words “indiscriminate carpet bombing and assume the enemies are dead” are probably the best analogy I can think of to describe their efforts.
- soared 5y agoI suppose it’s probably worth rephrasing as every major brand I’ve worked with, in that case :). Unfortunate to hear that but I guess not surprising
- kcplate 5y agoHonestly I think after you reach a certain point of brand awareness your marketing becomes just about maintaining name saturation and letting brand loyalty and affinity do it’s thing. Watching it in action is strange to people like me that put a great deal of value into measuring campaign value. As much as I am critical of the approach, I can’t really says it’s a bad strategy, as these are brands that had worldwide reputations long before I became involved and most of my involvement was pretty narrow to a specific product or product vertical.
- notfromhere 5y agoIt's true. At some point you do hit the maximum brand awareness, and after that point, you're just paying to stop your competitors from doing the same.