“Absolutely fundamentally, the clear implication from this knowledge – which is supported by billions of data points – is: if you want to grow, don’t focus on loyalty.” – Prof. Rachel Kennedy, Founder & Associate Director @ Ehrenberg-Bass Institute Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world's largest centre for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws: What happens when brands stop advertising;Predictable competition and why positioning matters less;Duplication of Purchase Law and Double Jeopardy Law;and more “The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts.” – Simon Broadbent See acast.com/privacy for privacy and opt-out information.