Distinctiveness
Creative
Myth:Every campaign needs a fresh creative idea.
Evidence:Recurring fluent devices and consistent assets build recognition faster and cheaper than continually restarting creative platforms.
Impact8/10
Consensus7.6/10
Brand
Distinctiveness
Creative
Academic
Effort: medium
Volume: low
Myth:Refresh the brand identity every few years to stay modern.
Evidence:Identity resets discard accumulated distinctive-asset memory; evolution beats revolution unless the brand carries active negative equity.
The Nuance
Genuine repositioning after a business-model change is the legitimate exception.
The Receipt
Building Distinctive Brand AssetsJenni Romaniuk, Ehrenberg-Bass Institute · 2018 · Academic
Impact7.8/10
Consensus7.4/10
Evidence68/100
Channels: brand
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Budget Allocation
Budget
Myth:Performance marketing should get the majority of budget.
Evidence:Across hundreds of IPA case studies, roughly 60% brand / 40% activation maximises long-term profit growth in consumer categories.
Impact9.4/10
Consensus8.6/10
The Validity Gap
Budget Allocation
Myth:TV's ROI estimates justify current spend levels.
Evidence:Estimating elasticities and ROI across 288 brands, Shapiro, Hitsch & Tuchman find ad elasticities far smaller than the published literature suggests, negative ROI at the margin for more than 80% of brands, and positive overall ROI for only about a third.
Impact9.3/10
Consensus8.2/10
Penetration
Growth
Myth:Loyal heavy buyers are the growth engine.
Evidence:Brand growth comes overwhelmingly from increasing penetration among light and non-buyers, not from deepening loyalty.
Impact9.2/10
Consensus8/10
How Advertising Works
Time Horizons
Myth:If ads don't move this week's sales, they didn't work.
Evidence:Across 751 short-term and 402 long-term elasticities from 56 studies (1960-2008), the average short-term advertising elasticity is 0.12 - but the mean long-term elasticity is 0.24, double the short-term, through carryover.
Impact9.2/10
Consensus8.8/10
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