00:50 – What is the movable middle? 01:55 – How do you identify who your movable middle is? 03:03 – Why is this important? 05:21 – How is the MMA involved here? 06:30 – What problem are you trying to solve? 10:48 – Marketing to heavy/mid/light buyers. 13:12 – How did you test the principle? 15:28 – Results of test. 16:54 – Is this doing more than bringing existing buyers into the brand?20:59 –...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
Insights Team
Bray Leino
We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.
