Module 5

Question 1

How has the media landscape become more complex?

Answer 1

increase in data
proliferation of channels
fragmentation of audience
understanding moments of impact

Question 2

How do Binet & Field think brands grow?

Answer 2

Increase in Physical & Mental availability
Loyalty doesn’t help brands grow
Reach is key
60/40 brand building/activation
Best way to grow is to own category entry points

Question 3

What are the things that all brands need for effectiveness according to Binet & Field

Answer 3

All brands need brand building
All brands need sales activations
Balance varies depending on how emotional/ rational product is

Question 4

What is the Impact of AI

Answer 4

Behavioural actions become the norm so have to understand the signals
Tech speed will be key differentiator between brands
Death of Sturgeon’s law
More impactful ideas
Prediction/ Probability new currency
Death of path to purchase - now decision trees
No need to measure attitude