EP 122: The Sales Funnel Is a Hundred Years Old and Wrong
transcript
show notes
KFC and Weetabix both threw away the most famous slogans in their category, and had to fight their way back to them.
In this episode, Tom Roach explains how "Finger Lickin' Good" and "Have You Had Your Weetabix" both got dropped while each brand chased fresher creative, and the research and internal persuasion it took to bring them back. He also breaks down why the standard marketing sales funnel misreads how people actually buy, why the von Restorff effect explains why distinctive brands get remembered, and how a hundred-year-old rule about creative quality (95% of everything has always been rubbish) applies directly to the AI content panic gripping the industry today.
You will learn how to audit your own brand's forgotten assets, why B2B brands default to sameness and how to break out of it, and why "share of model" is becoming the new battleground for brand visibility in an AI-driven search world.
Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈
Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show.
Subscribe to our newsletter
The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈
Follow Chris:
X, TikTok, LinkedIn
Follow Will:
LinkedIn
Follow The Show:
TikTok, YouTube
