Center for Advanced Managment Studies
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Prof. Charles R. Taylor (John A. Murphy Professor of Marketing at Villanova University)

  • Date: Wednesday, April 29, 2026 
  • Time: 4:30 - 6:00 pm
  • Location: Kaulbachstr. 45, Room E006
  • Title: Why Failure to Differentiate Hurts Advertisers at All Levels of The Brand Funnel: Lessons from Super Bowl Advertising
  • Abstract: While strategy research emphasizes the importance of product differentiation, studies of advertising’s impact on market outcomes have paid insufficient attention to the role of a brand-differentiating message (BDM) despite evidence that it is associated with ad effectiveness. This study conducts a longitudinal analysis of BDM’s impact on ad awareness, brand liking, brand consideration, brand purchase intention, and brand purchase during a decade of Super Bowl advertising, examining 280 brand-level observations of commercials coded for over 60 content features over a period of 61 days after the Super Bowl (17,080 daily observations). The empirical results challenge conventional advertising models, underscoring BDM’s significant effects and its interaction with other ad message content and delivery factors. The study clarifies the relationship between the presence of a BDM and various measures of consumer response by demonstrating that the BDM affects multiple measures of consumer response along the brand funnel. First, the BDM has a direct impact on the earlier stages of the brand funnel (ad awareness and brand liking). These effects are stronger than those for other variables (including ad liking) reported in earlier meta-analytic work. Second, the BDM interacts with attitude toward the ad (ad liking) to produce stronger effects at multiple levels of the funnel (brand awareness, brand liking, brand consideration). Third, the BDM strengthens the links between consideration/purchase intent and purchase intent/purchase. These effects and their implications for advertising content are discussed.
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