brave new hive

The whole Hive, in order

A to Z

71 entries across 9 chapters. Newest first is on the search page.

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  1. The 4 Ps of marketing01Principles
  2. 1960. The 4 Ps of marketing are published02History of advertising
  3. The 95-5 rule: most of your buyers are not buying03Branding

A

  1. Aaker or Keller: which brand equity model answers which question03Branding
  2. Advertising Space. Robbie Williams (2005)09Songs
  3. AIDA01Principles
  4. Alchemy. Rory Sutherland (2019)06Readings
  5. Art & Copy (2009)08Movies about advertising

B

  1. Brand equity01Principles
  2. Brand versus reputation: what is the difference?05Reputation
  3. The branding canon: what to read, in which order, and what it argues about03Branding

C

  1. The Century of the Self (2002)08Movies about advertising
  2. 2022. ChatGPT is released02History of advertising
  3. The Coke and Pepsi brain study: what McClure found in 2004, and what the result can and cannot carry03Branding

D

  1. Distinctive brand assets: distinctive, not different03Branding
  2. Don't Believe the Hype. Public Enemy (1988)09Songs
  3. Double Jeopardy: small brands lose twice03Branding

E

  1. The Edelman Trust Barometer05Reputation
  2. Excess share of voice: the exchange rate between voice and share03Branding

F

  1. 1994. The first banner ad02History of advertising
  2. 1922. The first paid radio commercial02History of advertising
  3. 1941. The first television commercial02History of advertising
  4. The Founder (2016)08Movies about advertising

G

  1. 2000. Google launches AdWords02History of advertising
  2. The Greatest Movie Ever Sold (2011)08Movies about advertising

H

  1. How AI engines answer marketing questions: a citation study07Research
  2. How Brands Grow. Byron Sharp (2010)06Readings
  3. How do AI models choose which brands to recommend?04AI marketing
  4. How do I get my company mentioned in ChatGPT and Perplexity answers?04AI marketing
  5. How the AI search vocabulary moved in a year07Research
  6. How to Get Ahead in Advertising (1989)08Movies about advertising

I

  1. Influence. Robert Cialdini (1984)06Readings

J

  1. The Joneses (2009)08Movies about advertising

K

  1. Kapferer's brand identity prism: six facets and no measurement03Branding

L

  1. The Long and the Short of It01Principles
  2. The Long and the Short of It. Les Binet and Peter Field (2013)06Readings
  3. Loss aversion in marketing: the asymmetry that sells urgency, and the fight over whether it exists03Branding

M

  1. Mad Men (2007 to 2015)08Movies about advertising
  2. Market segmentation01Principles
  3. Marketing myopia: the question Levitt asked and the answer that went wrong03Branding
  4. Material Girl. Madonna (1984)09Songs
  5. Mental availability and physical availability01Principles
  6. Mere exposure: familiarity is pleasant, and that is a problem03Branding
  7. Money. Pink Floyd (1973)09Songs

O

  1. Ogilvy on Advertising. David Ogilvy (1983)06Readings

P

  1. 1972. The Positioning Era Cometh02History of advertising
  2. Positioning in marketing01Principles
  3. Positioning: The Battle for Your Mind. Al Ries and Jack Trout (1981)06Readings
  4. Processing fluency in marketing: what is easy to read feels true03Branding
  5. Putney Swope (1969)08Movies about advertising

R

  1. Radio Radio. Elvis Costello (1978)09Songs
  2. Reputation risk05Reputation

S

  1. Sell Out. Reel Big Fish (1996)09Songs
  2. The somatic marker hypothesis: emotion as the machinery of choosing, and the experiment that was challenged03Branding
  3. System 1 and System 2 thinking in marketing: what the two-system model says, and what marketers added to it03Branding

T

  1. Television, the Drug of the Nation. The Disposable Heroes of Hiphoprisy (1992)09Songs
  2. Thank You for Smoking (2005)08Movies about advertising
  3. Thinking, Fast and Slow. Daniel Kahneman (2011)06Readings
  4. This Note's for You. Neil Young (1988)09Songs
  5. Trust architecture05Reputation
  6. 1982. The Tylenol case05Reputation

U

  1. Unique selling proposition (USP)01Principles

W

  1. What is a retrievable brand?04AI marketing
  2. What is AI marketing?04AI marketing
  3. What is AI SEO?04AI marketing
  4. What is answer engine optimization (AEO)?04AI marketing
  5. What is generative engine optimization (GEO)?04AI marketing
  6. What is llms.txt?04AI marketing
  7. What people search for in marketing: the demand map07Research
  8. 1841. Who invented the advertising agency02History of advertising
  9. Why does brand consistency matter for AI search?04AI marketing

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Anne Becheru, who writes the Hive, sends the Brave New Journal every Tuesday: one thing happening in the world, turned into a marketing decision you can make that week. Free, and you can leave from any issue.

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