Les Binet

The Long and the Short of It

Les Binet and Peter Field ·2013 ·Advanced

4.5

Based on the IPA effectiveness databank, this short report shows how brand building and sales activation work together, and gives the famous 60/40 starting split.

• Brand building drives long term growth, activation drives short term sales
• Around 60/40 brand to activation is a useful starting point
• Emotional campaigns tend to outperform rational ones over time

Best for: Marketing leaders balancing brand building with performance

How Not to Plan

Les Binet and Sarah Carter ·2018 ·Intermediate

4.2

Sixty six short, witty lessons on the mistakes that ruin marketing plans, from confusing objectives to over trusting short term metrics. Easy to dip into and very practical.

• Set clear business objectives before marketing ones
• Do not mistake short term response for long term effect
• Test your assumptions about your audience

Best for: Planners and strategists who want to avoid common traps