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Diagnostic Model Wall Notes

Notes

Short pieces. Long memory.

November 10, 2026
Performance rents attention. Brand owns it.
Every channel claims the order. Almost nobody owns the reason.

Sources

Les Binet and Peter Field, The Long and the Short of It (IPA, 2013), and the follow-up Effectiveness in Context (IPA, 2018), which refines the split to 62:38. IPA summary and report (PDF).
Kantar, BrandZ Most Valuable Global Brands 2024. Report (PDF).

Kevin Stayart

Staying Company. Flag & Anthem. Benchstone.

@stayinggeneral Notes

Staying Brand 2024