The document discusses how a focus on short-term ROI and immediate sales from advertising campaigns can kill long-term brand growth. It argues that concentrating only on low-hanging fruits to boost short-term sales fails to develop the broader market or increase brand penetration. The waste in marketing, like expensive lobby art, is what builds trust, willingness to pay more, and influences others over the long run. A balanced approach of 40% resources for short-term goals and 60% for long-term brand building is recommended to achieve both immediate and sustained sales growth.

1. HOW DOES
“I WANT IMMEDIATE SALES
FROM ALL MY ADS CAMPAIGN.”
KILL BRAND GROWTH?

2. THIS IS AN ATTACK ON SHORT-TERM THINKING,
CREATED BY DIGITAL. (NOT AN ATTACK ON DIGITAL)

3. “SHORT TERMINISM IS PARTLY DRIVEN BY DATA – BIG DATA SEEMS
REALLY HOT, BUT IT NEARLY ALWAYS MEANS SHORT-TERM DATA.
PEOPLE GET VERY EXCITED ABOUT THE IDEA THAT I JUST
SEARCHED ON SUCH AND SUCH A THING, SO THEY CAN HIT ME
WITH MESSAGES RIGHT NOW. IT’S INCREDIBLY SHORT TERM.”
LES BINET

4. FOCUS ON SHORT-TERM
ROI OR IMMEDIATE SALES
MEANS CONCENTRATING
ON THE LOWEST
HANGING FRUITS (ONLY
PEOPLE HAVING
PROPENSITY TO BUY).

5. IN OTHER WORDS, SALE-DRIVEN ADS
WILL EXPLOIT THE CURRENT MARKET,
INSTEAD OF DEVELOPING THE MARKET.

6. FOCUS ON SHORT-TERM ROI MEANS TRYING TO
GROW THE BRAND BY GETTING THE EXISTING
PEOPLE TO BUY MORE (LOYALTY).
BUT …
BRANDS DON’T GROW VIA LOYALTY.
BRANDS GROW VIA PENETRATION.
(HOW BRANDS GROW, BYRON SHARP)

7. FOCUS ON SHORT-
TERM ROI MEANS
ELIMINATING WASTE.
BUT, WASTE IN
ADVERTISING IS THE
PART THAT WORKS.

8. THE WASTE IN MARKETING IS THE PART THAT MAKES PEOPLE:
- TRUST THE BRAND
- WILLING TO PAY HIGHER FOR THE BRAND
- INFLUENCE OTHER PEOPLE TO BUY THE BRAND
In picture: Goldman Sachs Lobby
Goldman Lobby art costs more than $10 million.
A marketing waste to signal the bank’s wealth

9. FOCUS ON SHORT-TERM ROI MEANS FOCUSING ON
“SALES ACTIVATION”, AND IGNORING COMPLETELY
“BRAND BUILDING” WHICH GROWS BRAND IN THE LONG RUN.

10. FOCUS ON SHORT-TERM ROI WILL SEE IMMEDIATE UPLIFT IN
SALES, BUT FAILS TO SEE THE LONG-TERM SALES GROWTH.

11. FOCUS ON SHORT-TERM ROI MEANS EARLIER,
BUT NARROWER PAYBACKS.

12. THE PERFECT SPLIT BETWEEN SHORT-TERM AND LONG-TERM:
40:60

13. REFERENCE AND FURTHER READINGS:
• http://effworks.co.uk/ten-best-charts-binet-field/
• https://adage.com/article/digitalnext/efficiency-killing-
brands/310832/
• https://www.cmo.com.au/article/646133/binet-digital-has-
skewed-marketers-too-far-into-sales-driven-advertising/