BOW Thought: Haves & Have Nots

Keepin’ it short and sweet for your Sunday strolls.

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Beyonce coming to AMC in Dec. Talk to Jimmy about sponsoring that + Taylor.

Onto the thought…

BOW Thought

Paid media is often painted as a struggle between brand and performance.

Is it better to build for the future, or the now?

There are many debates. Some say one or the other. Many say its a balance.

But the argument itself, is bullshit.

Of course all companies want, and need, both.

They want a strong brand and a strong bottom line.

They want more new customers, who know about their product, and buy it.

No, paid media is not about brand vs. performance.

It’s about knowing who you are.

Are you a have, or a have not?

Haves can afford the bigger channels, the better opportunities.

Have nots have to scrap by just to make ends meet.

Haves are scared to do something different, and lose ground.

Have nots are scared to do something different, and lose everything.

Haves lean into just staying top of mind.

Have nots lean into just selling product.

The objective of haves is to modernize their fortunes. Invest in new tech.

The objective of have nots is to break through. Climb the ladder.

Haves run up the score.

Have nots stare at the scoreboard.

Haves can fuck with the competition, but it makes them look small.

Have nots can fuck with the competition, but it makes them look thirsty.

Haves can spend less, but it might mean people forgetting them.

Have nots can spend more, but it might be a get rich quick scheme that busts.

Because at the end of the day, the most important thing in media isn’t strategy.

It’s budget.

Budget is the sole thing that matters, first and foremost, for brands.

It puts the paid in paid media.

Budget informs what your strategy should be.

Do we have enough money, and need to be dominant?

Or do we not have enough, and need to be different?

It all starts with budget.

Because it’s not about brand or performance.

It’s about if you’re a have or have not.

And once you know that, you know how to spend your marketing money.

Stay thinkin,

Danny