Why is it not enough to measure only reach, and what role does attention play?
Marketing should be part of leadership and strategic decision-making.
How should marketing talk to leadership about business impact?
Attention is more important than reach alone.
How should brand, performance, and creative quality be balanced?
Brand and performance should not be separated, but balanced.
Why is diagnosis important before the actual solution?
Long-term campaign effects may come only after several months or years.
What is the significance of brand consistency and the long-term effect of campaigns?
Creative quality and brand consistency significantly influence campaign effectiveness.
What is at risk when marketing lacks a clear diagnosis?
Without a clear diagnosis, there is a risk that marketing will be reduced to a quick fix or just a campaign.
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