How the Mad Men lost the plot – FT.com

The fame of a brand takes years of investment to build but, properly maintained, it becomes a gusher of cash, cascading down the generations — Warren Buffett, one of Coca-Cola’s biggest shareholders, has earned billions from this principle. But in the short term, the effects of advertising on consumer memories are very hard to measure. No wonder marketing directors get addicted to what Martin Weigel, of Nike’s agency Wieden + Kennedy, calls the “crack” of instant data: likes, shares, impressions.

Source: How the Mad Men lost the plot – FT.com

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