On our Bookshelf
Summary & key ideas The Long and the Short of It
IPA
The Long and the Short of It is the IPA study that settled an old argument with data. Les Binet and Peter Field show that short-term activation and long-term brand building do different jobs, on different timescales, and need different budgets.
The Long and the Short of It summary: the key ideas
- The 60/40 split. Roughly 60 percent of budget to brand building, 40 percent to activation – as a starting point, not a law.
- Different jobs, different measures. Activation shows up in weeks. Brand effects compound over years.
- Share of voice drives share of market. Spending above your market share tends to precede growth.
Why we keep it on the shelf: it is the clearest answer available to the question every marketing team eventually faces – why spend on brand when performance is measurable?
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