Advanced Ch. 12: Stable Long-Term Structures — Marketing as Infrastructure

1. Goal: Eliminating the “Gap”

Many companies grow in waves: hit a good asset, scale up; asset dies, growth crashes. Advanced Aim: A smooth, upward line.

2. The Pyramid Architecture

1. Top: Creative Sandbox: 3-5 sets of new assets testing at small budgets.
2. Middle: Winners Circle: Assets that passed the sandbox and are scaling.
3. Base: Evergreen Core: Assets running for 6 months with bulletproof ROI.

3. Brand in Action: Coca-Cola’s “Always-on” Brand Logic

Coca-Cola doesn’t do “promos”; it builds physical infrastructure. Its digital marketing is no different. They maintain a high creative refresh rate so that no matter the season, the brand feels fresh. This “infrastructure-level” presence makes CAC extremely low over long cycles because it’s Mindshare.

Next Chapter: Advanced Ch. 13: Individual vs. Team Execution. Why having a team often lowers ROI initially.