Advertising isn’t dead, but it is woefully overfunded. Businesses are failing faster than ever before, and customer engagement metrics are tanking at alarming rates. Obviously an ad-centric remedy for ailing brands isn’t working. A new prescription is required, and we can look to the most iconic, cult-like brands on the planet to learn six things they're doing better then their mediocre peers.

1. START MAKING IMPRESSIONS
INSTEAD OF BUYING THEM
Chris Kneeland
Do NOT

2. #INBOUND16

6. 0 10 20 30 40 50 60 70 80 90
TV
Digital
Print
Radio
Outdoor
Annual U.S. Paid Media Spend (B)
#INBOUND16

7. #INBOUND16

8. #INBOUND16

9. #INBOUND16
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1995 2005 2015
USA Net Sales as a % of USA GDP
1995-2015
GM Ford Procter & Gamble

10. #INBOUND16
-8.00%
-6.00%
-4.00%
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Growth of Top 100 CPG Brands vs. Overall Category Growth
52 Weeks Trailing, June 30, 2015

11. #INBOUND16
80%
67%
47%
61%
37%
28%
Fashion Brand Luxuary Hotel Retailer
Percentage of Affluents Who Can Identify a "Favorite" Brand
USA, Top 5% by Household Income (HHI)
2007/2008 2014/2015

12. 1. Deceived
WHY SPEND SO MUCH ON ADVERTISING?
#INBOUND16

13. #INBOUND16

14. “Marketers are pouring more
and more money into
advertising. They don't know
what they're buying, they
don't know who they're
buying it from. They don't
know what they're getting,
they don't know how much
they're paying."
#INBOUND16

15. 1. Deceived
2. Don’t know there is a better way
WHY SPEND SO MUCH ON ADVERTISING?
#INBOUND16

16. #INBOUND16

17. #INBOUND16
0
5
10
15
20
25
30
35
40
45
50
2005 2007 2009 2011 2013 2015
Google Trends: Auto Interest Over Time
USA 2005 - 2015
Tesla Toyota Chevrolet Honda Ford Other Auto

18. #INBOUND16

20. #INBOUND16

21. 44%New Economic Order
#INBOUND16

22. 77%Discretionary Spend
#INBOUND16

23. 77%New Economic Order
#INBOUND16

24. #INBOUND16

25. #INBOUND16

26. #INBOUND16

27. #INBOUND16

28. #INBOUND16

30. #INBOUND16

31. #INBOUND16

32. #INBOUND16

33. #INBOUND16

34. #INBOUND16

35. #INBOUND16

36. #INBOUND16

37. #INBOUND16

38. #INBOUND16

39. #INBOUND16

40. THANK YOU.
#INBOUND16