There is an expression in Japanese that says that someone who makes things of poor quality is in fact worse than a thief because he doesn’t make things that will last or provide true satisfaction. Athief at least redistributes the wealth of a society.

-Andrew Juniper

The core of good marketing is a providing more value than the customer expects. This is built on a quality product or service.

If the quality is missing, the value doesn’t exist, and everything else is a lie.

Podcasts remain an underrated messaging medium for brands (whether via content or advertising).

Over half of business owners are daily podcast listeners, study shows

Majority of executives would buy from brands promoted on podcasts

More ads in more places: Spotify will let artists pay to appear as homescreen recommendations

Surprised this wasn’t an option already.

No matter what you do, you'll have fans and you'll have haters.

As I said previously:

Here is that concept in action.

It's like Subpar Parks, but the brand is owning the negative reviews.

These 1-star experiences are someone else's dream day on the slopes. This is a brilliant way to attract that group, tout the "benefits," warn those that don't want this kind of experience, and have a little fun all at the same time.

Grail level messaging right here.

Read more about this campaign on LinkedIn.

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(HBO) Max is keeping its ad load light compared to other streaming platforms. Why?

buying commercials in a scarce and premium inventory pool has “more value and impact” for the advertiser

Exclusivity and scarcity increase the perceived value of a good. Which typically correlates to higher prices.

The advertisers that can afford it typicall benefit from less competition for recall.

Win-win

Marketing strategy: a synopsis

Who’s it for?

What’s it for?

I consider this empirical evidence that you can't please everyone.

A bat and a ball cost $110 in total.

The bat costs $100 more than the ball.

How much does the ball cost?

The answer is $5.

Please enter the number 5 in the blank below.

$_____

Remarkably, even when told to consider $5, most people continue to answer $10. Even more shockingly, most people get the answer right when they are explicitly told the answer and instructed to enter it, yet 23% still get the answer wrong!

The authors of the study that uncovered that mindblowing (and hopelessness inducing?) gem concluded that respondents fall into 3 groups:

1. Reflective - solve it the first time (they started without all the giving-the-answer-away bits)
2. Careless - get it wrong at first, but—after a few nudges in the right direction—catch on and answer correctly
3. Hopeless (their word this time) - "are unable or unwilling to compute the correct response, even after being told that 10 is incorrect"

That third category? You can give them the answer and they'll still get it wrong. You literally cannot help them.

For brands, these translate to 3 audience types:

1. Stans - your ride or dies, they're all in. Speak to them. Stand for them.
2. Casuals - just passing through. Or could enter the ranks of one of the other 2 audiences based on how you nudge.
3. Haters - no matter what you do, they won't like you. Gotta have 'em, right?

Focus on #1 to grow from #2 and don't worry about #3.

Want cult status? Attract your stans by doubling down on the reasons you have haters.