Effectiveness in Context: A Manual for Brand Building

by Les Binet and Peter Field, Janet Hull OBE (Foreword)

This newest IPA report by the marketing experts, Les Binet and Peter Field, uses evidence from hundreds of Effectiveness Awards case histories collated in the IPA Databank, to show how successful marketing strategy is shaped by the context in which brands and businesses operate. Building on previous IPA Databank reports which identified what makes for effective, long-term marketing, the authors show how marketers can adapt some general principles to the particular context of their brands. It is part of a series of reports on Marketing Effectiveness in the Digital Era, and builds on the launch of the IPA's cross-industry EffWorks initiative (www.effwords.co.uk). The previous report, Media in Focus (IPA, 2017), updated the media-related findings of two earlier IPA Databank The Long and the Short of It, (IPA 2013) and Marketing in the Era of Accountability (WARC 2007).

Genres: Business

Paperback

Published October 12, 2018

Reviews

[Puru Gupta · Rating 5 out of 5]

Very interesting Read. Slightly academic but if you are a student of Ehrenburg Institute / Byron Sharp, this would surely add on to your learning.

[Uomodellamansarda · Rating 5 out of 5]

Must read for any experienced marketer.
Deep dive on Branding and Activation.
Highly recommended.