Some brands aren’t quite cool enough to garner “throwback” credibility. They are among those being cast aside by consumers for newer, more trendy, indie, or “artisanal” brands. Worse, these established brands might not even be in consumers’ consideration set anymore.
There is a very common, glaring research oversight by brands like this: advertising measurement. Communicus CEO Jeri Smith writes for MediaPost on why what marketers don’t track, they cannot diagnose or act upon – but should.
