Eric Siu breaks down brand building using lessons from the Chubbies IPO. Most buyers aren't in-market right now, so spend your creative on the 95% who aren't shopping yet. Balance brand and performance marketing roughly 60/40, like Adidas and Nike do.
This is how you can change your brand from bullshit to holy shit. I spent most of my time on the road to Chubbies IPO thinking brand marketing was BS. However, these 5 ideas changed that. They helped me gain confidence that number 1, brand building is something modern consumer brands need to do. 2, there is a way to connect brand building to financial results. And 3, doing so generates more profits than direct response alone. Idea number 1, the 95/5 rule. It says, the points are only 5% of buyers are in market to buy right now. Number 2, effective marketing increases the probability the brand comes to mind when the buyer goes in market. Right. So his action here, he says focus on the 95% and make creative that gets remembered. A couple of weeks ago, we talked about how Adidas spent too much on performance. Nike spent too much on performance. Again, I think it's like a 60/40 thing. And depending on who you are, maybe you go more towards brand, but it's a mix at the end of the day.
