Taking a longer view: learning from long- and short-term hits

This article looks at how brands can creatively invest over the long term to improve their return on investment.

I'm Blue da ba dee da ba da-ee

Remember that? The biggest hit of September '99? Sold over a million copies?

It's by Eiffel 65, in case you've forgotten.

But where are they now? Just one more hit ('Move your body' reached number three in 2000). And then...? Nada.

There are one-hit-wonders a-plenty. Some, like Live Aid, were one-hit and wondrous for good reason. But most shine brightly for a few short weeks and then fade, ingloriously, from memory.

In 2002, the world went mad for 'The Ketchup Song'. It sold 6 million copies. But (perhaps thankfully) none of Las...

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