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Dave's Blog

🍻🍺 AB InBev: “Leaning Into” Ad Focused Behaviors!

Good morning!  AB InBev’s focus on “attentive reach”: advertising focused nonsense. The Big Idea: AB InBev’s marketing team lays out a new vision for their marketing filled with buzzwords: “Attentive reach” “People focused” “Leaning into” Isn’t this more of the same old?: Absolutely.  Why does it matter?: I’ve surveyed executives in businesses around the world. 80%+ of these […]
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Burger King: Reinventing Their Marketing…Again! 

Burger King needs a strategy! The gist: Burger King is reinventing itself: again! Strategy shows up through action.  Businesses taking action around 1 or 2 goals: good strategy. Businesses throwing everything on the table: bad strategy.  Burger King: the latter!  Burger King’s current focuses: Testing protocols for marketing and advertising effectiveness. Analytics to bring more rigor […]
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🔦Brand Codes: More than a Logo!

Death to big logos isn’t the end of brands!  The skinny: Designers are skipping logos in their fall and winter collections.  Why it matters: If this trend holds, brands will need to invest more in brand codes.  Codes? Yes. Those 4-6 symbols that a person associates with your brand.  Think: Tiffany’s blue box The interlocked NY on a […]
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B2B Marketing:🔥?

Good morning!  I rethought this note for the back end of 2022. First, the story: Why should people care about B2B marketing? That’s where all the money is! 💵 💵 Why it matters: B2C marketing has always been the sexy part of marketing. But new data shows that B2B marketing is where it is at.  Healthcare marketers […]
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ROI isn’t the Best Marketing Measure!

It isn’t want you make, but what you keep!  Focusing on ROI is the sign of a bad marketer.  Why it matters: Executives focusing on marketing’s ROI are showing a lack of knowledge about marketing’s value.  Executives didn’t get here alone. Too many marketers gave up their strategic position to focus on tactics.  A focus on ROI […]
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Liquid Death and Brand Power

Reading the weekend edition of The Wall Street Journal, I came across a piece on Liquid Death…the water company.   The premise of the story is that Liquid Death, Athletic Brewing, and other beverages are innovating in an area where people that don’t want to drink alcohol still want to have a cool drink.   In the case of […]
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Notes from a Strategy Workshop

Hi- I’ve been doing some thinking on the format of the Sunday email for a few weeks now that builds around how I deliver strategy for folks.  Thanks for reading Dave Wakeman’s Business of Value! Subscribe for free to receive new posts and support my work.✓ There will be a mix of the normal note […]
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