Ian Barnard is Strategy Director at the Creative Business Company, a lead brand agency working with brands like Al Jazeera and Turkish Airlines. In this one we get into why performance marketing alone hits a ceiling, and what brand salience actually means for businesses trying to grow.
Timestamps:
- [00:02] The 95-5 rule - why 95% of your market isn't ready to buy right now
- [00:05] How brand marketing lowers CAC and reduces price sensitivity
- [00:10] What brand salience means and why it's different from awareness
- [00:11] Category entry points (CEPs) - owning moments in the buying journey
- [00:15] Brand KPIs to use instead of performance metrics
- [00:21] Why video is the most effective channel for building salience
- [00:24] The 2-4-5 Media Framework - turning one video into a full funnel campaign
Benjamin Boman
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