brave new hive

Library: every source the Brave New Hive cites

Anne Becheru, Brave New

The Brave New Hive cites 407 distinct sources across 71 entries. The most cited work is How Brands Grow (Sharp, 2010), used in 19 entries. 315 of the 407 sources link to the original. This page lists every one, with the entries that cite it.

This is the shelf behind the site. Every entry on the Hive ends with its sources, and this page gathers all of them: four hundred and seven works, each linked to the entries that lean on it.

I want to say something about the people on it, because a list of citations does not tell you how much I owe them.

Some are marketers and some are not. Daniel Kahneman and Amos Tversky, two psychologists, explained why people choose the way they do, and more of this site stands on that than the citation count shows. Robert Zajonc showed in 1968 that we come to like what we see often, with no argument needed, which is the quiet engine under most advertising that works. George Akerlof, an economist, wrote about the market for lemons and gave every B2B buyer their best reason to distrust a supplier they cannot verify. Tim Wu traced how attention became an industry. Erik Barnouw and Gleason Archer wrote the history of broadcasting while it was still being made.

Then the marketers. Byron Sharp, cited more than anyone here, because the evidence keeps pointing back to him. Les Binet and Peter Field, who put numbers on the long and the short of it, and Les is one of the few people on this page I have met, at Cannes. David Aaker and Kevin Lane Keller, who gave brand equity a shape you can measure. Robert Cialdini on persuasion. Al Ries and Jack Trout on positioning. Rosser Reeves and David Ogilvy, who wrote about the craft before anyone called it a science. Theodore Levitt, who asked what business you are really in.

I have learned from every one of them and I do not agree with all of them. The entries say where. What they share is that they looked at the evidence before they wrote the advice. That is the standard this site tries to hold, and it is the one we hold our own client work to at Brave New, the B2B communications and marketing agency that publishes the Hive.

The list below is ranked by how often the site cites each work. It is the honest answer to which books shaped the thinking, not a recommendation list. Where a figure could not be traced to a primary source, it was cut from the article rather than left here with a question mark.

Which works does the Hive cite most?

Cited in three or more entries. The number is how many.

  1. 19
  2. 14
  3. 6
  4. 5
  5. 5
  6. 5
  7. 4
  8. 4
  9. 4
  10. 4
  11. 4
  12. 3
  13. 3
  14. 3
  15. 3
  16. 3
  17. 3
  18. 3
  19. 3
  20. 3
  21. 3

What research has Brave New published?

Studies run by Brave New for the Hive. Every number was produced by a named tool on a stated date.

Every source cited, A to Z

A

  1. Aaker, D. A. and Jacobson, R., 1994, The Financial Information Content of Perceived Quality, Journal of Marketing Research, 31(2), 191-201 sourceCited in: Brand equity
  2. Aaker, D.A., 1996. Building Strong Brands. Free Press, New YorkCited in: Positioning in marketing, Unique selling proposition (USP)
  3. Aaker, D. A., 1996, Measuring Brand Equity Across Products and Markets, California Management Review, 38(3), 102-120 sourceCited in: Brand equity
  4. Aaker, D. A. and McLoughlin, D., 2007, Strategic Market Management, European edition, Wiley, chapter 3, "External and Customer Analysis". Library of Congress record 2006036925Cited in: Market segmentation
  5. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press, New YorkCited in: Mental availability and physical availability, The Long and the Short of It, Brand equity, The branding canon: what to read, in which order, and what it argues about, Aaker or Keller: which brand equity model answers which question
  6. Aaker, D. A. and Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27 to 41Cited in: Aaker or Keller: which brand equity model answers which question
  7. Ad Age Encyclopedia of Advertising, 15 September 2003, "Commission system", as reproduced by Communications Counsel sourceCited in: 2000. Google launches AdWords
  8. Ad Age, 2019, "75th Annual Agency Report Timeline" sourceCited in: 1994. The first banner ad
  9. AdExchanger, 27 June 2011, "Xaxis CEO Lesser Discusses New Audience Buying Company And Partnership With GroupM", AdExchanger, 12 September 2011, "Jacobs Joins Omnicom Media Group's Accuen Trading Desk As President", Business Insider, May 2012, "How Google Helps Fuel a Cesspit of Conflicts Among Web Ad Buyers", VivaKi, 28 July 2014, press release (Marketwired), "VivaKi was established in 2008" sourceCited in: 2000. Google launches AdWords
  10. Aggarwal, P., Murahari, V., Rajpurohit, T., Kalyan, A., Narasimhan, K., Deshpande, A., 2023, GEO: Generative Engine Optimization, arXiv:2311.09735, v1 16 November 2023, accepted to KDD 2024 sourceCited in: 2022. ChatGPT is released, What is AI SEO?, What is generative engine optimization (GEO)?
  11. Akerlof, G. A. (1970). The Market for Lemons: Quality Uncertainty and the Market Mechanism. Quarterly Journal of Economics, 84(3), 488 to 500Cited in: Trust architecture
  12. Albers, S., Mantrala, M. K. and Sridhar, S. (2010). Personal Selling Elasticities: A Meta-Analysis. Journal of Marketing Research, 47(5), 840 to 853 sourceCited in: The 4 Ps of marketing
  13. Allison, R. I. and Uhl, K. P. (1964). Influence of Beer Brand Identification on Taste Perception. Journal of Marketing Research, 1(3), 36 to 39Cited in: The Coke and Pepsi brain study: what McClure found in 2004, and what the result can and cannot carry
  14. Alphabet Inc., 11 February 2016, Form 10-K for 2015, SEC sourceCited in: 2000. Google launches AdWords
  15. Alphabet Inc., 5 February 2019, Form 10-K for 2018, SEC sourceCited in: 2000. Google launches AdWords
  16. Alphabet Inc., 2 February 2022, Form 10-K for 2021, SEC sourceCited in: 2000. Google launches AdWords
  17. Alphabet Inc., 5 February 2025, Form 10-K for 2024, SEC sourceCited in: 2000. Google launches AdWords
  18. Alphabet Inc., 5 February 2026, Form 10-K for 2025, SEC sourceCited in: 2000. Google launches AdWords
  19. Alter, A. L. and Oppenheimer, D. M. (2006). Predicting Short-Term Stock Price Movements Using Processing Fluency. Proceedings of the National Academy of Sciences, 103(24), 9369 to 9372Cited in: Processing fluency in marketing: what is easy to read feels true
  20. Alter, A. L. and Oppenheimer, D. M. (2009). Uniting the Tribes of Fluency to Form a Metacognitive Nation. Personality and Social Psychology Review, 13(3), 219 to 235Cited in: Processing fluency in marketing: what is easy to read feels true
  21. Altman, S., 2022, post on X, 5 December 2022, "ChatGPT launched on wednesday. today it crossed 1 million users!", as quoted in Tech Startups, ChatGPT crosses 1 million users five days after launch. ; Brockman, G., 2022, post on X, 5 December 2022 sourceCited in: 2022. ChatGPT is released
  22. ANA, 2017, "ANA Study Finds Agency Compensation Models Shifting Away From Fees and Incentives" (Trends in Agency Compensation, 17th edition, n = 82 member companies, more than 1,100 agreements, fielded December 2016 to January 2017) sourceCited in: 1841. Who invented the advertising agency
  23. ANA, 2022, "Labor-Based Fees Remain Dominant Form of Agency Compensation" (Trends in Agency Compensation, 18th edition, n = 101 client-side marketers, 336 agency relationships, fielded second quarter 2022), 13 December 2022 sourceCited in: 1841. Who invented the advertising agency
  24. ANA, 2019, Media Agency Compensation Practices, September 2019, n = 86, fielded April 2019, pp. 3 to 8 sourceCited in: 1841. Who invented the advertising agency
  25. Anesbury, Z., Winchester, M. and Kennedy, R., 2017, "Brand user profiles seldom change and seldom differ", Marketing Letters, vol. 28, no. 4, pp. 523 to 535 sourceCited in: Market segmentation
  26. Anna Louie Sussman, 2021, "The Long History of Middlemen Earning a Lucrative, Fixed Commission", UCLA Anderson Review, on Sharon Horsky and Robert Zeithammer, 2021, "The Rise and Fall of the 15%: Evolution of Advertising Agency Compensation" sourceCited in: 1994. The first banner ad
  27. Aquino, Judith, 2013, "ANA Agency Compensation Survey: Performance Incentives On The Rise", AdExchanger (2013 Trends in Agency Compensation, n = 98) sourceCited in: 1841. Who invented the advertising agency
  28. Archer, Gleason L., 1938, History of Radio to 1926, American Historical Society, pp. 397 to 399, the WEAF continuity for 28 August 1922, as reproduced by Thomas H. White, United States Early Radio History sourceCited in: 1922. The first paid radio commercial
  29. Ataman, M. B., van Heerde, H. J. and Mela, C. F. (2010). The Long-Term Effect of Marketing Strategy on Brand Sales. Journal of Marketing Research, 47(5), 866 to 882 sourceCited in: The 4 Ps of marketing
  30. Auletta, K., 2009, Googled: The End of the World As We Know It, Penguin Press, New York; excerpt published by NPR, 19 November 2009, see also Lanchester, J., 21 February 2010, review, The Guardian sourceCited in: 2000. Google launches AdWords
  31. Auletta, K., 2018, Frenemies: The Epic Disruption of the Ad Business (and Everything Else), Penguin Press; excerpt on the author's site sourceCited in: 2000. Google launches AdWords, 2022. ChatGPT is released
  32. Australian Financial Review, 2008, "MindShare divides to conquer change" sourceCited in: 1994. The first banner ad
  33. Axios, 2024, OpenAI says ChatGPT usage has doubled since last year, 29 August 2024. ; The Verge, 2024, ChatGPT's weekly users have doubled in less than a year sourceCited in: 2022. ChatGPT is released
  34. Azzopardi, L. and Vinay, V. (2008). Retrievability: an evaluation measure for higher order information access tasks. Proceedings of the 17th ACM Conference on Information and Knowledge Management (CIKM)Cited in: What is AI SEO?, What is a retrievable brand?

B

  1. Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99 to 120. sourceCited in: Marketing myopia: the question Levitt asked and the answer that went wrong
  2. Barnouw, Erik, 1978, The Sponsor: Notes on a Modern Potentate, Oxford University Press, pp. 15 to 16 and 186 to 187 sourceCited in: 1922. The first paid radio commercial
  3. Barry, T. E., 1987, "The development of the hierarchy of effects: an historical perspective", Current Issues and Research in Advertising, 10(1 to 2), 251 to 295 sourceCited in: AIDA
  4. Barry, T. E. and Howard, D. J., 1990, "A review and critique of the hierarchy of effects in advertising", International Journal of Advertising, 9(2), 121 to 135 sourceCited in: AIDA
  5. Barry, T. E., 2002, "In defense of the hierarchy of effects: a rejoinder to Weilbacher", Journal of Advertising Research, 42(3), 44 to 47 sourceCited in: AIDA
  6. Bechara, A., Damasio, A. R., Damasio, H. and Anderson, S. W. (1994). Insensitivity to Future Consequences Following Damage to Human Prefrontal Cortex. Cognition, 50(1 to 3), 7 to 15Cited in: The somatic marker hypothesis: emotion as the machinery of choosing, and the experiment that was challenged
  7. Bechara, A., Damasio, H., Tranel, D. and Damasio, A. R. (1997). Deciding Advantageously Before Knowing the Advantageous Strategy. Science, 275(5304), 1293 to 1295Cited in: The somatic marker hypothesis: emotion as the machinery of choosing, and the experiment that was challenged
  8. Bennett, D., Anesbury, Z. and Graham, C. (2018). Study of aircraft purchasing, 9,000 purchase records from 51 commercial airlines over ten years, as cited and tabulated in [9]Cited in: Mental availability and physical availability
  9. Bijmolt, T. H. A., van Heerde, H. J. and Pieters, R. G. M. (2005). New Empirical Generalizations on the Determinants of Price Elasticity. Journal of Marketing Research, 42(2), 141 to 156 sourceCited in: The 4 Ps of marketing
  10. Binet, L. and Field, P., 2007. Marketing in the Era of Accountability. IPA and WARC, London. 880 cases from the IPA Databank sourceCited in: Positioning in marketing, The Long and the Short of It, Excess share of voice: the exchange rate between voice and share, The Long and the Short of It. Les Binet and Peter Field (2013)
  11. Binet, L. and Field, P., 2009, "Empirical Generalizations about Advertising Campaign Success", Journal of Advertising Research, 49(2), 130-133, DOI 10.2501/S0021849909090163Cited in: The Long and the Short of It
  12. Binet, L., 2017. Marketing Effectiveness in the Digital Era (presentation of Binet and Field, Media in Focus, IPA 2017; IPA Databank cases 2004 to 2016) sourceCited in: Positioning in marketing
  13. Binet, L. and Field, P., 2017, Media in Focus: Marketing Effectiveness in the Digital Era, IPA, section 4 and Figures 01, 14 and 15, IPA Databank, 1998 to 2016 cases sourceCited in: Market segmentation, The Long and the Short of It, 2000. Google launches AdWords
  14. Binet, L. and Field, P., 2018 (free edition via Thinkbox, 24 October 2019), Effectiveness in Context: A Manual for Brand Building, IPA, ISBN 978-0-85294-145-4 sourceCited in: The Long and the Short of It
  15. Binet, L., 2018, "Good, better, best and f the rest?", IPA blog, 8 June 2018 sourceCited in: The Long and the Short of It
  16. Binet, L. and Field, P., 2019, The 5 Principles of Growth in B2B Marketing: Empirical Observations on B2B Effectiveness, LinkedIn B2B Institute sourceCited in: The Long and the Short of It, The 95-5 rule: most of your buyers are not buying
  17. Binet, L. and Field, P. (2013). The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies. London: Institute of Practitioners in Advertising sourceCited in: The 4 Ps of marketing, Positioning in marketing, Market segmentation, Unique selling proposition (USP), Mental availability and physical availability, The Long and the Short of It, AIDA, Brand equity, 2022. ChatGPT is released, Excess share of voice: the exchange rate between voice and share, The 95-5 rule: most of your buyers are not buying, Mere exposure: familiarity is pleasant, and that is a problem, The somatic marker hypothesis: emotion as the machinery of choosing, and the experiment that was challenged, The Long and the Short of It. Les Binet and Peter Field (2013)
  18. Bird, M., Channon, C. and Ehrenberg, A.S.C., 1970. Brand Image and Brand Usage. Journal of Marketing Research, 7(3), pp. 307-314 sourceCited in: Positioning in marketing
  19. Bobby Ellerbee, Eyes of a Generation, "May 2, 1941: Commercial Television Becomes a Reality, Almost" sourceCited in: 1941. The first television commercial
  20. Booms, B. H. and Bitner, M. J. (1981). Marketing Strategies and Organization Structures for Service Firms. In Donnelly, J. H. and George, W. R. (eds), Marketing of Services, pp. 47 to 51. Chicago: American Marketing AssociationCited in: The 4 Ps of marketing
  21. Borden, N. H. (1964). The Concept of the Marketing Mix. Journal of Advertising Research, 4(2), 2 to 7. (Text read from the 1984 Journal of Advertising Research Classics reprint, Vol. II, September 1984.) sourceCited in: The 4 Ps of marketing, 1960. The 4 Ps of marketing are published
  22. Bornstein, R. F. (1989). Exposure and Affect: Overview and Meta-Analysis of Research, 1968 to 1987. Psychological Bulletin, 106(2), 265 to 289Cited in: Mere exposure: familiarity is pleasant, and that is a problem
  23. Boyd, D., 2023. Think Different: The DNA of breakthrough brand value growth. Kantar, 14 July 2023. Kantar BrandZ (21,000 brands, 52 markets, 4.2 million interviews) with the Saïd Business School, University of Oxford, share-price model of 872 brands 2006 to 2022; figures given in the text sourceCited in: Unique selling proposition (USP)
  24. Brand Delta, 2024, Is Brand Equity telling brands how consumers see them?, 2 April 2024 (secondary; carries the Sharp quotation on consultancies) sourceCited in: Brand equity
  25. Brand Finance and ANA, 2026, Strong B2B branded businesses command 65% valuation premium as global brand value reaches $4 trillion (Brand Finance World's Most Valuable B2B Brands 2026), press release, 30 April 2026 sourceCited in: Brand equity
  26. Brand Finance, 2026, Global 500 2026: Rocha, M., Building brand value and trust in a changing world, 26 February 2026 (total value, share of enterprise value, top ten share), and press release, 20 January 2026 (top brand values) sourceCited in: Brand equity
  27. Brandvelle, "Snow Plow takes the DDB voice to television" (Volkswagen, 1964) sourceCited in: 1941. The first television commercial
  28. Brave New, 2026, Baseline sample, 27 September 2026, one engine, grounded, one sample per prompt, four prompts. Internal record. ---Cited in: 2022. ChatGPT is released
  29. Brave New, 2026, Case study 02, "Five projects, one voice" (anonymised residential developer), internal publication file. ---Cited in: 2000. Google launches AdWords
  30. Brian McCullough, 2014, "On The 20th Anniversary, An Oral History of the Web's First Banner Ads", Internet History Podcast sourceCited in: 1994. The first banner ad
  31. Business Insider, 2013, "BEHOLD: the First Banner Ad Ever, From 1994" sourceCited in: 1994. The first banner ad
  32. Button, K. S., Ioannidis, J. P. A., Mokrysz, C., Nosek, B. A., Flint, J., Robinson, E. S. J. and Munafò, M. R. (2013). Power Failure: Why Small Sample Size Undermines the Reliability of Neuroscience. Nature Reviews Neuroscience, 14(5), 365 to 376. sourceCited in: The Coke and Pepsi brain study: what McClure found in 2004, and what the result can and cannot carry

C

  1. Campaign, 2016. History of advertising: No 177: Robert Townsend's all-staff memo. Campaign UK sourceCited in: 1972. The Positioning Era Cometh
  2. Center for the Study of Tobacco and Society, University of Alabama, "Big Tobacco in the Big Apple: The Marlboro Story" sourceCited in: 1941. The first television commercial
  3. Chester, Giraud and Garnet R. Garrison, 1950, Radio and Television: An Introduction, Appleton-Century-Crofts, chapter on the growth of broadcast advertising sourceCited in: 1922. The first paid radio commercial
  4. Chicagology, "Lord and Thomas", reproducing the Chicago Tribune of 29 December 1942 and an excerpt from source 3 sourceCited in: 1841. Who invented the advertising agency
  5. Cialdini, R.B., 1984 (new and expanded edition 2021). Influence: The Psychology of Persuasion. Harper Business, New York. Chapter 1, Weapons of Influence, contrast principleCited in: Positioning in marketing
  6. Cialdini, R., Dr. Robert Cialdini's Seven Principles of Persuasion, Influence at Work. ; Cialdini, R., 2001, Influence: Science and Practice, 4th edition, Allyn and Bacon sourceCited in: 2022. ChatGPT is released
  7. Cialdini, R. B. (1984). Influence: The Psychology of Persuasion. First edition; revised and expanded in later editions, including Influence: The Psychology of Persuasion, New and Expanded, 2021, which adds unity as a seventh principleCited in: Influence. Robert Cialdini (1984)
  8. Cialdini, R. B. (2016). Pre-Suasion: A Revolutionary Way to Influence and Persuade. Simon & Schuster. Chapters 2 and 3Cited in: Mental availability and physical availability, The Long and the Short of It, AIDA
  9. Cialdini, R. B. (2016). Pre-Suasion. On the moment before the message, and arguably the more original bookCited in: Influence. Robert Cialdini (1984)
  10. Cialdini, R. B. (2021). Influence, New and Expanded: The Psychology of Persuasion. New York: HarperCollins. Chapters 2 to 8Cited in: The 4 Ps of marketing, Market segmentation, Unique selling proposition (USP), AIDA, Brand equity
  11. Claye, A., Crawford, B., Freundt, T., Lehmann, S. and Meyer, T., B2B business branding, McKinsey sourceCited in: Brand equity
  12. CNBC, 2025, OpenAI tops 400 million users despite DeepSeek's emergence, 20 February 2025 sourceCited in: 2022. ChatGPT is released
  13. Constantinides, E. (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22(3 to 4), 407 to 438 sourceCited in: The 4 Ps of marketing
  14. Contemporaneous reporting and Johnson & Johnson's own published account of the 1982 and 1986 incidents. Specific figures for market share loss and recall cost vary considerably between retellings and should be taken from a primary source rather than from a case-study summaryCited in: 1982. The Tylenol case
  15. Cramer-Flood, E., May 2023, US Ad Spending 2023, eMarketer (Insider Intelligence), chart "US TV Ad Spending, 2021-2027" sourceCited in: 2000. Google launches AdWords
  16. Cruikshank, Jeffrey L. and Arthur W. Schultz, 2010, The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century, Harvard Business Press, pp. 40 to 57, 83, 287, 346 to 349 sourceCited in: 1841. Who invented the advertising agency
  17. Culliton, J. W. (1948). The Management of Marketing Costs. Boston: Division of Research, Graduate School of Business Administration, Harvard University. Cited and quoted in Borden (1964), p. 4Cited in: The 4 Ps of marketing

D

  1. Damasio, A. R. (1994). Descartes' Error: Emotion, Reason, and the Human Brain. New York: PutnamCited in: The branding canon: what to read, in which order, and what it argues about, The somatic marker hypothesis: emotion as the machinery of choosing, and the experiment that was challenged
  2. Datta, H., Ailawadi, K. L. and van Heerde, H. J., 2017, How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?, Journal of Marketing, 81(3), 1-20 sourceCited in: Brand equity
  3. David Ogilvy, 1963, Confessions of an Advertising Man, Atheneum, chapter "How to Make Good Television Commercials"; passage read at sourceCited in: 1941. The first television commercial
  4. David Ogilvy, 1983, Ogilvy on Advertising, Crown, chapter "How to make TV commercials that sell"; and Ogilvy & Mather, "How to Create Advertising That Sells", house advertisement. Passages read at and sourceCited in: 1941. The first television commercial
  5. Dawes, J., 2021, "The 95:5 Rule", Ehrenberg-Bass Institute for the LinkedIn B2B Institute, author's text, and Marketing Week, 2021, "Ehrenberg-Bass: 95% of B2B buyers are not in the market for your products" sourceCited in: 2000. Google launches AdWords
  6. Dawes, J. (2021). Advertising Effectiveness and the 95-5 Rule: Most B2B Buyers Are Not In the Market (Right Now). Ehrenberg-Bass Institute for the LinkedIn B2B InstituteCited in: The 95-5 rule: most of your buyers are not buying
  7. Dempsey, John Mark, 2002, "The American System": Herbert Hoover and the Development of Broadcasting, Broadcast Education Association convention paper, pp. 12 to 15 sourceCited in: 1922. The first paid radio commercial
  8. Dickson, P. R. and Ginter, J. L., 1987, "Market Segmentation, Product Differentiation, and Marketing Strategy", Journal of Marketing, vol. 51, no. 2, pp. 1 to 10 sourceCited in: Market segmentation
  9. Diemand-Yauman, C., Oppenheimer, D. M. and Vaughan, E. B. (2011). Fortune Favors the Bold (and the Italicized): Effects of Disfluency on Educational Outcomes. Cognition, 118(1), 111 to 115. sourceCited in: Processing fluency in marketing: what is easy to read feels true
  10. Digiday, 2017, "'The beginning of a giant industry': An oral history of the first banner ad" sourceCited in: 1994. The first banner ad
  11. Dijck, J. van (ed.), "GoTo: The Forgotten Search Engine", The History of the Web sourceCited in: 2000. Google launches AdWords
  12. Dolnicar, S., Grün, B. and Leisch, F., 2018, Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful, Springer (open access), chapter 2, quoting Smith 1956, p. 6 sourceCited in: Market segmentation
  13. "DoubleClick Inc.", International Directory of Company Histories, via Encyclopedia.com sourceCited in: 1994. The first banner ad
  14. DoubleClick, 2010, "2009 Year-in-Review Benchmarks: A DoubleClick Report" (United States) sourceCited in: 1994. The first banner ad
  15. Duke University, John W. Hartman Center for Sales, Advertising and Marketing History, Emergence of Advertising in America, timeline 1850s to 1870s, and Early Advertising Publications (research and text by Ellen Gartrell). and sourceCited in: 1841. Who invented the advertising agency
  16. Duke University, Rubenstein Library, 2017. Uncola: Seven-Up, Counterculture and the Making of an American Brand (from the J. Walter Thompson Company archives) sourceCited in: 1972. The Positioning Era Cometh
  17. Dunn, B. D., Dalgleish, T. and Lawrence, A. D. (2006). The Somatic Marker Hypothesis: A Critical Evaluation. Neuroscience and Biobehavioral Reviews, 30(2), 239 to 271Cited in: The somatic marker hypothesis: emotion as the machinery of choosing, and the experiment that was challenged

E

  1. EBSCO Research Starters, "Charles Van Doren Admits to Being Fed Answers on Television Quiz Show" (1960 amendment to the Communications Act) sourceCited in: 1941. The first television commercial
  2. EBSCO Research Starters, "Cigarette Ads Are Banned from Broadcast Media"; The Spokesman-Review, "The Very Last TV Cigarette Commercial"; CBC Radio, Under the Influence, "The unexpected way Nixon's ban on cigarette ads changed TV forever". and sourceCited in: 1941. The first television commercial
  3. Eccles, R. G., Newquist, S. C. and Schatz, R. (2007). Reputation and Its Risks. Harvard Business Review, February 2007Cited in: Reputation risk
  4. Edelman, 2019. 2019 Edelman Trust Barometer Special Report: In Brands We Trust? Survey of 16,000 respondents in eight countries, spring 2019. Figures from the Edelman press release "Only One-Third of Consumers Trust Most of the Brands They Buy", June 2019, and the executive summary sourceCited in: Unique selling proposition (USP)
  5. Edelman, 2025. 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me. Online survey of 15,042 respondents in 15 countries, fieldwork 24 April to 5 May 2025. Page 13, "Trust Equal to Cost and Quality As Purchase Consideration". --- sourceCited in: Positioning in marketing, Brand equity
  6. Edelman and LinkedIn (2024). 2024 B2B Thought Leadership Impact Report: Reaching Beyond the Ready. n=3,484 management-level professionals in the United States, Canada, the United Kingdom, Germany, Singapore, Australia and India, fielded 30 November to 14 December 2023, margin of error plus or minus 2.8% sourceCited in: Mental availability and physical availability
  7. Edelman and LinkedIn, 2024, 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report: Reaching Beyond the Ready, sixth annual edition, n = 3,500 B2B decision makers and C-suite executives in seven countries. Report page: Findings as published by Edelman: Kingsbury, J., 28 Feb 2024, "Reaching Beyond the Ready: How Thought Leadership Gets Out-of-Market B2B Buyers Back into the Game" sourceCited in: AIDA
  8. Edelman, 2026, 2026 Edelman Trust Barometer Special Report: Brand Growth in an Insular World, n=17,688, 15 markets, fieldwork 23 April to 11 May 2026 (report PDF, p. 12; results page). and sourceCited in: Brand equity
  9. Edelman Trust Barometer, published annually since 2001. Methodology, sample sizes and country coverage vary by year and are documented in each annual report. Cite the specific year and marketCited in: The Edelman Trust Barometer
  10. Ehrenberg, A.S.C., 1974. Repetitive Advertising and the Consumer. Journal of Advertising Research 14(2), 25-34. Reprinted as a JAR Classic in Journal of Advertising Research 40(6), 2000, 39-48 sourceCited in: Unique selling proposition (USP), The Long and the Short of It, AIDA
  11. Ehrenberg, A. S. C., Goodhardt, G. J. and Barwise, T. P. (1990). "Double Jeopardy Revisited." Journal of Marketing, 54(3), 82-91 sourceCited in: Mental availability and physical availability, Brand equity, Double Jeopardy: small brands lose twice
  12. Ehrenberg-Bass Institute for Marketing Science (undated web page). The Ehrenberg-Bass Institute's Scientific Marketing Findings sourceCited in: The 4 Ps of marketing
  13. Ehrenberg-Bass Institute, How do you measure 'How Brands Grow'?, c. 2023 sourceCited in: Brand equity
  14. Ehrenberg-Bass Institute, "The law of brand user profiles: the sharpest nail in the coffin of hyper-targeting", republished Marketing Week column on B2B Institute and Ehrenberg-Bass research, circa 2021 sourceCited in: Market segmentation
  15. Encyclopaedia Britannica, 2024. Mary Wells Lawrence. See also Northwestern University Libraries, 2016, Braniff and the End of the Plain Plane sourceCited in: 1972. The Positioning Era Cometh
  16. Encyclopaedia Britannica (2026). William Bernbach. Britannica Money, updated 28 September 2026 sourceCited in: 1960. The 4 Ps of marketing are published
  17. Encyclopaedia Britannica, "The Texaco Star Theatre" and "Milton Berle" sourceCited in: 1941. The first television commercial, 1960. The 4 Ps of marketing are published
  18. Encyclopedia.com, "J. Walter Thompson Company", and AMA New York, "J. Walter Thompson and Co. and the 1964 Advertising Age Commemorative Issue" (Carlton's diary entry of 5 December 1864). and sourceCited in: 1841. Who invented the advertising agency
  19. EPE Reynell, company profile (George Reynell, Chancery Lane, 1812) sourceCited in: 1841. Who invented the advertising agency
  20. Erik Barnouw, 1970, The Image Empire: A History of Broadcasting in the United States from 1953, Oxford University Press, pp. 59-60, as quoted in a Brandeis University thesis on tobacco sponsorship of 1950s television sourceCited in: 1941. The first television commercial

F

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  3. Reber, R., Schwarz, N. and Winkielman, P. (2004). Processing Fluency and Aesthetic Pleasure: Is Beauty in the Perceiver's Processing Experience? Personality and Social Psychology Review, 8(4), 364 to 382Cited in: The branding canon: what to read, in which order, and what it argues about, Distinctive brand assets: distinctive, not different, Mere exposure: familiarity is pleasant, and that is a problem, Processing fluency in marketing: what is easy to read feels true
  4. Reeves, R., 1961. Reality in Advertising. Alfred A. Knopf, New York. Chapters cited: 3 "Inside", 4 "The Penetrated People", 5 "The Pulled-over People", 6 "The Extra Edge", 8 "The Multi-Million Dollar Error", 13 "The Copy Leverage". Archive.org record (lending copy); text read from the scanned PDF at sourceCited in: Unique selling proposition (USP)
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  6. Reichheld, F. F. and Sasser, W. E. (1990). "Zero Defections: Quality Comes to Services." Harvard Business Review, September-October 1990, 68(5), 105-111 sourceCited in: Mental availability and physical availability
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  9. Ries, A. and Trout, J., 1972. The Positioning Era Cometh. Advertising Age, three-part series, 24 April, 1 May and 8 May 1972, Crain Communications, Chicago. Original text reprinted at sourceCited in: Positioning in marketing, 1972. The Positioning Era Cometh
  10. Ries, A. and Trout, J., 1981. Positioning: The Battle for Your Mind. McGraw-Hill, New York. 20th anniversary edition 2001, ISBN 978-0-07-137358-6Cited in: Positioning in marketing, Unique selling proposition (USP), 1972. The Positioning Era Cometh, The branding canon: what to read, in which order, and what it argues about, Distinctive brand assets: distinctive, not different, Positioning: The Battle for Your Mind. Al Ries and Jack Trout (1981)
  11. Ries & Ries, n.d. Al Ries: The Father of Positioning (history of positioning: the Sales Executives Club speech, Rance Crain, the orange booklet, the Wall Street Journal column of December 1972) sourceCited in: 1972. The Positioning Era Cometh
  12. Ritson, M. (2018). "Byron Sharp is wrong: of course brand perceptions influence sales." Marketing Week, 16 August 2018 sourceCited in: Mental availability and physical availability
  13. Robert J. Coen (McCann Erickson), compiled by Douglas Galbi, 2008, Coen Structured Advertising Expenditure Dataset (CS Ad Dataset), sheet "CS ad dataset", categories Television, Radio, Newspapers, Magazines, Grand Total, 1949 to 1970. and sourceCited in: 1941. The first television commercial
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  16. Romaniuk, J., Bogomolova, S. and Dall'Olmo Riley, F., 2012. Brand Image and Brand Usage: Is a Forty-Year-Old Empirical Generalization Still Useful? Journal of Advertising Research, 52(2), pp. 243-251 sourceCited in: Positioning in marketing
  17. Romaniuk, J. (2018). Building Distinctive Brand Assets. Melbourne: Oxford University PressCited in: The 4 Ps of marketing, Mental availability and physical availability, Distinctive brand assets: distinctive, not different, Kapferer's brand identity prism: six facets and no measurement, Positioning: The Battle for Your Mind. Al Ries and Jack Trout (1981)
  18. Romaniuk, J. (2021). Brand Rejection in B2B: Incidence, Reasons and Implications. Ehrenberg-Bass Institute report for the LinkedIn B2B Institute, May 2021. UK business banking n=609, US business insurance n=616. (also listed at sourceCited in: Mental availability and physical availability
  19. Romaniuk, J. and Sharp, B. How Brands Grow Part 2, updated 2022, extends the work to more categories including some B2BCited in: How Brands Grow. Byron Sharp (2010)
  20. Romaniuk, J. (2023). Better Brand Health: Measures and Metrics for a How Brands Grow World. Melbourne: Oxford University Press. sourceCited in: The 95-5 rule: most of your buyers are not buying
  21. Romaniuk, J. and Sharp, B. (2004). "Conceptualizing and measuring brand salience." Marketing Theory, 4(4), 327-342 sourceCited in: Mental availability and physical availability
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  7. Sharp, B. (2011). "Mental availability is not awareness, brand salience is not awareness." Marketing Science commentary, 26 March 2011 sourceCited in: Mental availability and physical availability
  8. Sharp, B., Answering critics, Ehrenberg-Bass Institute, c. 2016 sourceCited in: Brand equity
  9. Sharp, B., 2022, keynote at the Mi3-LinkedIn B2B Next Summit, August 2022, reported by Mi3 (23 August 2022) and republished by the Ehrenberg-Bass Institute sourceCited in: The Long and the Short of It
  10. Sharp, B. and Graham, C. (2018). "The value of Pareto's bottom 80%." Ehrenberg-Bass Institute sourceCited in: Mental availability and physical availability
  11. Sharp, B. and Romaniuk, J. (2016). How Brands Grow Part 2: Emerging Markets, Services, Durables, New and Luxury Brands. Oxford University PressCited in: Mental availability and physical availability
  12. Sharp, B. and Sharp, A. (1997). "Loyalty programs and their impact on repeat-purchase loyalty patterns." International Journal of Research in Marketing, 14(5), 473-486 sourceCited in: Mental availability and physical availability
  13. Sharp, B., Wright, M. and Goodhardt, G. (2002). "Purchase Loyalty is Polarised into either Repertoire or Subscription Patterns." Australasian Marketing Journal, 10(3), 7-20 sourceCited in: Mental availability and physical availability
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  15. Smith, W. R., 1956, "Product Differentiation and Market Segmentation as Alternative Marketing Strategies", Journal of Marketing, vol. 21, no. 1, pp. 3 to 8 sourceCited in: Market segmentation
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  17. Spence, M. (1973). Job Market Signaling. Quarterly Journal of Economics, 87(3), 355 to 374. Trust architecture itself is a Brave New method name, built on the signalling tradition above. It is not an established term in the academic literature and should not be cited as oneCited in: Trust architecture
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  19. Stanovich, K. E. (2011). Rationality and the Reflective Mind. New York: Oxford University PressCited in: System 1 and System 2 thinking in marketing: what the two-system model says, and what marketers added to it
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  24. Tungate, M., 2025. Advertising History from Ancient Pompeii to Today, interview with Andrew Mitrak, Marketing History podcast, 23 January 2025, transcript. The book: Tungate, M., 2007. Adland: A Global History of Advertising. Kogan Page, London sourceCited in: 1972. The Positioning Era Cometh
  25. Tungate, Mark, 2007, Adland: A Global History of Advertising, Kogan Page; 2nd edition 2013, pp. 10 to 14 sourceCited in: 1841. Who invented the advertising agency, 1922. The first paid radio commercial
  26. Tversky, A. and Kahneman, D. (1973). "Availability: A heuristic for judging frequency and probability." Cognitive Psychology, 5(2), 207-232 sourceCited in: Mental availability and physical availability
  27. Tversky, A. and Kahneman, D. (1981). The Framing of Decisions and the Psychology of Choice. Science, 211(4481), 453 to 458Cited in: Loss aversion in marketing: the asymmetry that sells urgency, and the fight over whether it exists
  28. Tversky, A. and Kahneman, D. (1992). Advances in Prospect Theory: Cumulative Representation of Uncertainty. Journal of Risk and Uncertainty, 5(4), 297 to 323Cited in: Loss aversion in marketing: the asymmetry that sells urgency, and the fight over whether it exists

U

  1. U.S. Census Bureau, County Business Patterns, U.S. summary files for 1998, 2000, 2003, 2008, 2010, 2013, 2015, 2018, 2020 and 2023, NAICS 541810 sourceCited in: 1841. Who invented the advertising agency
  2. UCLA Anderson Review, The Long History of Middlemen Earning a Lucrative, Fixed Commission sourceCited in: 2022. ChatGPT is released
  3. Uncles, M., Kennedy, R., Nenycz-Thiel, M., Singh, J. and Kwok, S., 2012, "In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ", Journal of Advertising Research, vol. 52, no. 2, pp. 252 to 261 sourceCited in: Market segmentation
  4. Uncles, M., Ehrenberg, A. and Hammond, K. (1995). "Patterns of Buyer Behavior: Regularities, Models, and Extensions." Marketing Science, 14(3 supplement), G71-G78 sourceCited in: Mental availability and physical availability
  5. United Press, 2 May 1941, "Television use permitted July 1", UPI Archives sourceCited in: 1941. The first television commercial
  6. US Bureau of Labor Statistics, Current Employment Statistics, series CEU6054181001, Advertising agencies (NAICS 54181), all employees, annual averages, not seasonally adjusted, retrieved via the BLS public API, 1 October 2026 sourceCited in: 1994. The first banner ad
  7. US Census Bureau, 2003. Statistical Abstract of the United States: 2003, Mini-Historical Statistics, table HS-42, Selected Communications Media: 1920 to 2001 (households with radio and television; daily newspapers, number and circulation) sourceCited in: 1972. The Positioning Era Cometh
  8. US Census Bureau, 1975, Historical Statistics of the United States, Colonial Times to 1970, Part 2, Chapter R, Series R 93-105 and R 106-122, pp. 796 to 797 sourceCited in: 1922. The first paid radio commercial, 1941. The first television commercial

V

  1. Vakratsas, D. and Ambler, T., 1999, "How advertising works: what do we really know?", Journal of Marketing, 63(1), 26 to 43 sourceCited in: AIDA
  2. Valentine, M., 2023, Les Binet: Long-term brand building plus creative advertising is the key to firmer pricing, Marketing Week, 21 April 2023 sourceCited in: Brand equity
  3. van Waterschoot, W. and Van den Bulte, C. (1992). The 4P Classification of the Marketing Mix Revisited. Journal of Marketing, 56(4), 83 to 93 sourceCited in: The 4 Ps of marketing
  4. Ventura, R., 2018, Consumer-Based Brand Equity and Its Relation to Market Outcomes, consumergateway.org, 7 March 2018 (secondary summary of source 13) sourceCited in: Brand equity
  5. Volkswagen AG, n.d. Volkswagen Chronicle: 1950 to 1960, Internationalisation and Mass Production in the Era of Germany's Economic Miracle; and 1961 to 1972, Boom and Crisis in the One-Product Business. and sourceCited in: 1972. The Positioning Era Cometh

W

  1. Weilbacher, W. M., 2001, "Point of view: does advertising cause a 'hierarchy of effects'?", Journal of Advertising Research, 41(6), 19 to 26 sourceCited in: AIDA
  2. Weilbacher, W. M., 2002, "Weilbacher comments on: 'In defense of the hierarchy of effects'", Journal of Advertising Research, 42(3), 48 to 49Cited in: AIDA
  3. Wells Lawrence, M., 2002. A Big Life (in Advertising). Alfred A. Knopf, New York. Not opened this session; see Editor's notesCited in: 1972. The Positioning Era Cometh
  4. White, Thomas H., Financing Radio Broadcasting (1898-1927), section 20 of United States Early Radio History sourceCited in: 1922. The first paid radio commercial
  5. Wikipedia, "DoubleClick" (acquisition by Google, 11 March 2008) sourceCited in: 1994. The first banner ad
  6. Wikipedia, episode and season entries for Mad Men: Marriage of Figaro (season 1, episode 3), The Wheel (season 1, episode 13), Shut the Door. Have a Seat (season 3, episode 13), The Other Woman (season 5, episode 11), Mad Men season 7; and the series article for the March 1960 to November 1970 span. Used only for what the series depicted, never for the historical record. --- sourceCited in: 1972. The Positioning Era Cometh
  7. Wind, Y., 1978, "Issues and Advances in Segmentation Research", Journal of Marketing Research, vol. 15, no. 3, pp. 317 to 337 sourceCited in: Market segmentation
  8. Wood, L., 2000, Brands and brand equity: definition and management, Management Decision, 38(9), 662-669. (Read for its summary of Feldwick's three meanings.)Cited in: Brand equity
  9. Work with the LinkedIn B2B Institute, 2019, covers the business-to-business variant of the splitCited in: The Long and the Short of It. Les Binet and Peter Field (2013)
  10. WPP, 2025, "Preliminary Results 2024", February 2025 (revenue £14,741 million; revenue less pass-through costs £11,395 million) sourceCited in: 1841. Who invented the advertising agency
  11. Wu, Tim, 2016, The Attention Merchants: The Epic Scramble to Get Inside Our Heads, Knopf, pp. 85 to 98 sourceCited in: 1922. The first paid radio commercial, 2000. Google launches AdWords, 2022. ChatGPT is released

Y

  1. Yahoo! Inc. and Overture Services, Inc., 14 July 2003, "Yahoo! to Acquire Overture", joint press release filed as Form 425, SEC; and Overture Services, Inc., 3 September 2003, Form 425 (special stockholder meeting of 7 October 2003). and sourceCited in: 2000. Google launches AdWords
  2. Yahoo! Inc. and Google Inc., 9 August 2004, "Yahoo! and Google Resolve Disputes", press release; and Google Inc., 9 August 2004, Form S-1/A, SEC (2,700,000 Class A shares issued to Yahoo! in connection with the settlement). and sourceCited in: 2000. Google launches AdWords
  3. Yankelovich, D., 1964, "New Criteria for Market Segmentation", Harvard Business Review, March 1964 sourceCited in: Market segmentation
  4. Yueh, D., 2024, How B2B Tech Brands Grow, The B2B Institute at LinkedIn, foreword by N. Hartnett, Ehrenberg-Bass Institute, first published March 2024, Figure 4, p. 29, data from Ehrenberg-Bass Institute, "Investigation into Marketing Laws of Growth: Business Intelligence Software", n=293 IT decision makers. --- sourceCited in: Market segmentation

Z

  1. Zajonc, R. B. (1968). Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology, 9(2, part 2), 1 to 27Cited in: The branding canon: what to read, in which order, and what it argues about, Distinctive brand assets: distinctive, not different, Mere exposure: familiarity is pleasant, and that is a problem, Processing fluency in marketing: what is easy to read feels true
  2. Zeithammer, R. and Horsky, S., 8 August 2024, "A Model of the Evolution of Full-Service Advertising Agencies", UCLA Anderson School of Management working paper (citing New York Times, 1960, "Advertising: Shell and Ogilvy Try a Fee Instead of 15%") sourceCited in: 2000. Google launches AdWords
  3. Zeithammer, Robert and Sharon Horsky, 2026, "A Model of the Evolution of Full-Service Advertising Agencies", working paper, 3 April 2026, UCLA Anderson, pp. 5 to 9 sourceCited in: 1841. Who invented the advertising agency

Anne Becheru is the founder of Brave New, a B2B communications and marketing agency working across Capital, Industrial and Healthcare in the EU and UAE.

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