The Top Dog Underdog

It’s a fascinating time to be in marketing.

We live in an era where a portion of the population believes the Earth is flat because someone with a Ring-light and a strong opinion said so. Entire belief systems can be assembled from fragments of questionable evidence, held together by confidence and a decent Wi-Fi connection.

And yet…

In the advertising industry, we have some of the most credible, data-driven research institutions in the world publishing consistent, verifiable, repeatable findings about one particular medium’s effectiveness…

…and that’s what people struggle to believe.