Classic Case: How One Beer Brand Scored a Touchdown Against the Competition – Part One

While Super Bowl advertising is famously leveraged by marketers to drive brand awareness, this two-part classic case study explores that an evidence-based utilization of both rational and emotional drivers of consumer choice during the NFL’s showpiece was the framework to begin revitalizing a brand in retreat.

7 Steps to Accelerate Your Brand Building and Sales Performance

The most effective advertising incorporates both brand-building, coupled with an ‘activate-now’ (sales) response stimulus. Two jobs, one communication strategy.

Classic Case: How One Beer Brand Scored a Touchdown Against the Competition - Part Two

In part one Forethought revealed in 2011 that Bud Light was the top performing brand on the key emotional drivers of light beer purchase, including Happiness – and now we consider did their Super Bowl advertising amplify the brand’s performance on the emotions driving choice? Or did it damage it?

Client Success Story: Challenger Bank Outperforms Competitors by Focusing Communication on the Drivers of Choice

In a market dominated by four behemoth banks that collectively control market share, a challenger bank brand set about to disrupt its larger competitors

Marketers - Stop Feeling Dirty About Being Cheap

Value for money is the best performing, non-financial lead indicator of consumer choice and it should be the single greatest pursuit of every marketer to lead their category on that metric.

Time for Advertising Hibernation

Advertisers - if you have advertising scheduled to air in the coming few weeks, particularly if there is a chance that you will follow a political ad, then think very seriously about postponing the communication until post the election.

Trust Me, I’m Untrustworthy!

There are no shortcuts when it comes to building consumer trust in your brand. Forethought Executive Chairman Ken Roberts explains how trust must be deconstructed before it can be built effectively.

Choose Just One - Purpose, Trust or a Primary Driver of Choice

Should brands communicate their trustworthiness, their stance on environmental, social, and corporate governance or should brands become famous for their main category driver?

CMO Tenure Can Be Brand Damaging

Such is the short tenancy of a CMO that in most instances, the damage or the benefits are not fully realised during that CMO’s own tenure. Forethought discusses how good CMOs are not always recognised in their own “lifetime.”

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