Stories, insights, and advice that will transform how you advertise and grow your brand
Marketing often faces scrutiny as a cost center, especially during economic downturns, leading to a sharp focus on cutting apparent waste. However, not all forms of waste are detrimental; some play a strategic role in long-term brand growth. True waste includes fraudulent impressions and ads on low-quality "Made for Advertising" sites that provide no value. On the other hand, reaching broad audiences and using waste as a signaling tool can build brand equity and market presence. By understanding the difference, marketers can make informed decisions, cutting only the waste that drains budgets while investing in strategies that fuel sustainable growth and differentiation.
Stories, insights, and advice that will transform how you advertise and grow your brand
Brands often face growth stagnation due to over-reliance on performance marketing. To overcome this, diversify your media mix and focus on brand-building to reach new audiences and foster mental availability. Shifting from targeted tactics to broad, impactful campaigns can reignite sustainable growth.
