BRAND LOYALTY DOES NOT LEAD TO GROWTH; CUSTOMISABILITY AND AVAILABILITY ARE MORE IMPORTANT

2. 10. 2026 | 6 min read Brand love is something of an exception amongst consumers and does not, in itself, lead to increased purchasing behaviour. This was stated by Rachel Kennedy of the Ehrenberg-Bass Institute for Marketing Science at the Brand Management conference. According to the data presented, mental availability and strong distinctive elements are more important for brand growth.

IS TV ADVERTISING LOSING ITS EFFECTIVENESS?

15. 9. 2026 | 11 min read Building mental availability is one of linear television’s key strengths. Media experts broadly agree on that. When consumers are faced with a purchasing decision, ideally they recall the brands that have lodged in their memory and choose one of them. But how does television perform at the bottom of the marketing funnel? Who visits a brand’s website while a TV commercial is still on air – and who goes on to make a purchase straight away? Researchers at Seven.One Media have explored these questions and presented new data on both the short- and long-term effects of the medium.

MARKETING REQUIRES PATIENCE. QUARTERLY CHASING OF BRAND KPIS IS DESTROYING

9. 3. 2026 | 3 min read Building a brand requires patience and consistency; frequent changes in strategy set the brand back several years, according to the Marketing Longevity Expert Summit, which took place at the Czech Online Expo conference.

FOR BRANDS, BOLD COLOURS AND LOGOS ALONE ARE NOT ENOUGH FOR MENTAL AVAILABILITY

24. 10. 2025 | 4 min read "The success of the brand lies in the combination of 'me codes' and 'need codes'," says Jiří Boudal, CEO of Behavia.

HOW TO TURN ADVERTISING ATTENTION INTO LONG-TERM BRAND GROWTH

28. 1. 2025 | 7 min read When building your brand through advertising, there’s one crucial metric that many marketers ignore: attention.