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Accretive > ROI: Cash is King
Accretive or accretion means gradual or incremental growth and contribution. I believe using accretive sales and profit growth for advertising success criteria is simple, avoids the downsides of ROI and turns investment into profit which is what a Mature Growth company needs (See corporate life cycle here by Aswath for ‘mature growth’ definition). Optimizing for…
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if everyone has it ≠ competitive advantage
“if everyone has it then no one does”. Aswath’s view (here) is it is difficult to make more money vs. competition off a resource that everyone has or has easy access to. I like it. I will attempt to apply his concept to effective communication from the point of view of an advertiser. Specifically communication…
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Kanmi's musing 