Size Matters (But it's Not the Whole Story)

It’s one of the least inspiring but most important truths in marketing: big brands have an unfair advantage. Not because they shout louder or spend recklessly, but because they’ve already built something smaller brands are still chasing: existing ad stock to fall back on.

The pivotal work from Paul Dyson, amplified by Mark Ritson, already a similar case: brand size is the most important factor for campaign impact. In his meta-analyses across thousands of campaigns, he found brand size to be the biggest driver of advertising profitability. In simple terms: the bigger the brand, the better the odds that your advertising actually works.

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