Emotion – Not a Matter for Expert Judgement

It is common for marketers to characterise advertising as either 1) mainly emotional, brand building, top of the funnel or 2) rational, performance, bottom of the funnel...

The Folly of the ‘The Long and the Short of It’

The theory goes, you can maximise sales by separating your advertising into a two-step process comprising of brand building and direct response. It is reasoned that brand building communication (the long) will create an emotional store that can be drawn from when direct response (the short) communication is aired and in doing so, progress the prospect through the purchase funnel.

Heartstring Wars – The Festive Season Battleground

Is there a brand Santa Claus? Just before I answer that, it may be worth mentioning that marketing commentators seem to agree that eliciting an emotion in advertising is a good thing but do not say why other than, “it’s brand building.” There are three main science-based reasons for emotion in advertising.

Two Faces Have I – One to Show, One to Hide

When it comes to marketers measuring emotions, in the last ten years there have been many false dawns. The origin of measuring emotions partly stems from Charles Darwin in his 1872 work, The Expressions of Emotions in Man and Animals. Darwin hypothesized that some basic emotions were universal regardless of ethnicity or culture.

Branded Communications with Sacha Cody

We were delighted to have Melissa Hopkins and Michael Sinclair from Optus share their experiences driving brand and communications outcomes at Optus. While they reference the program of work at Forethought, Sacha Cody will provide a more detailed perspective of the program itself as well as key learnings and principles on how organisations can use evidence gleaned from research to drive even greater advertising impact.

Detecting Customer Red-Flags To Reduce Defection

Supported by consumer insights, defection can be dissected into a hierarchy of problematic customer experience elements, and even identified before-the-fact, arming organizations with a red-flag style system to detect those customers at high risk of defection. This enables early intervention to alleviate risk of a dwindling customer base.

Brand Safety – Building and Managing Consumers’ Trust in Your Brand

Empowered consumers now, more than ever, have the ability and platform to criticize brands for their perceived untrustworthiness. Furthermore, they also have visibility of brand missteps and untrustworthy behavior at a pace and scale like never before. Knowing how to manage consumers’ trust in your brand - purposefully and efficiently - has never been more important.

Optimising marketing communications by understanding drivers of airline choice

Share of Search – Help or Hinderance to the CMO?

In our latest thought leadership piece featured, Forethought Founder Ken Roberts discusses the hype around 'Share of Search (SOS)' - should CMOs rely on it as a lead non-financial indicator?

Has Woolworths Provided an Advertising Masterclass in the Power of Distinctive Brand Assets?

According to new advertising analysis from Forethought, the supermarket giant’s ‘Today’s Fresh Food People’ campaign proves the necessity of leveraging distinctive brand assets , with close to 9 in 10 Australian consumers connecting the ad to their brand following a test.