Sufficiency is the level at which advertising spending actually starts to work.

No marketing organisation has the money to do everything it wants to do.

Airing below sufficiency is a waste of time and money. It will not be sufficient to win the war for mental availability.

The only strategy is to focus on core products.

Only once those brands have been given enough support should you spend ad dollars on other brands or products. A famous example of this was Steve Jobs’ decision to reduce the product range at Apple to five core products. It proved to be a highly effective strategy. 

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About the author

My name is Andy Pemberton. I am an expert in data visualization. I guide global clients such as Lombard Odier, the European Commission and Cisco on the best way to use data visualization and then produce it for them: reports, infographics and motion graphics. If you need your data visualized contact me at andy@furthr.co.uk or call 07963 020 103

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