Brain Hurt Scale = 3/10 - Do you need your advertising to be emotional in order for it to work? Ken Roberts has spent decades researching this with colleagues and is one of the world's authorities on this topic.

In this wide-ranging interview we separate fact from fiction about everything from brand tracking, to the creative process, market-share drivers, advertising pre-testing vendors, famous marketing personalities and everything else in between.

And Ken doesn't disappoint. Refuting much of the common wisdom and offering contrarian points of view supported by the practical commercially-focused research he's been personally involved with.

Discover which voices you should be listening to and which you probably shouldn't if you're focused on high-value financial outcomes with your marketing expenditure.

Or you could continue listening to the populist narratives of famous commentators.

The choice is yours.

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Links and recommended further reading mentioned in this episode.

Ken Roberts https://www.linkedin.com/in/ken-roberts-789b222/

ForeThought - https://www.forethought.com.au/

BrandComms - https://www.brandcomms.ai/

Bendigo Better Bank TVC - https://www.youtube.com/watch?v=zx0UkhlcJCM

Kmart Australia 1000 Mum's TVC - https://www.youtube.com/watch?v=rnHg_RcsWck

Brand Health Tracking Course - https://app.vexpower.com/sim/how-to-measure-and-track-brand-accurately-without-a-vendor-filtered-lens/

The Folly of the ‘The Long and the Short of It’ https://www.greenbook.org/insights/gain-retain/the-folly-of-the-the-long-and-the-short-of-it

Emotion: the Mandatory of Marketing – Part One: Behavior https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-one-behavior

Emotion: the Mandatory of Marketing – Part Two: Measurement https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-two-measurement

Emotion: the Mandatory of Marketing Part Three: Application https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-part-three-application