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« Defensive Branding & Video: Keeping Trust During a Crisis | Main | Son of Kryptonite: Unlocking the iPhone »

August 24, 2007


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Awesome analysis Peter. Many marketers are allocating such small dollars to developing conversation,loyalty and advocacy because they don't want to sacrifice reaching a critical mass of awareness. A view based in the antiquated model of the purchase funnel. I think you're calculations support flipping that existing model and looking at the funnel completely upside down. I recently wrote a post on that topic on my blog

Agencies, marketers and media should start looking at communications planning like this.

Brandon Murphy

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