All Posts By John Carlson

Intuition would suggest that for the same input, most people would prefer remuneration of $100,000 ahead of $50,000. My intuition tells me that this preference would be even more significant for educated professionals who know the value of money. It appears, however, that this is not always the case. Indeed, a Harvard University study suggests ...

Which aspect of marketing cost the most? The answer is almost certainly – advertising? Here is another question. What aspect of marketing has traditionally been the least accountable? The answer again is – advertising. While advertising budgets worldwide have declined up to 15% in 2021, overall advertising budgets increase year on year. This prompted retail ...

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client's money without effective accountability.Branding is critical, and most businesses need to invest in it. That said, a ...

To reduce marketing costs - engage with customers, not competitors. Research in the United States in 2018 found that businesses satisfying an accepted criterion for being considered 'customer focused' were on average 60% more profitable than business not considered customer focused. Further, 58% of marketers believe being customer-centric aids profitability.Another study found that 90% of marketers in the United States ...