We know about ESOV (Excess Share of Voice): brands that set their SOV (Share of Voice) above their SOM (Share of Market) tend to grow, and those that set SOV […]
Category Archives: Branding
Marketing lessons from one of the major M&As in the energy and tech sectors
Note – This post has been originally published on Brand Quarterly, Global Marketing Special Edition, Issue 16, July 2015. How do we measure the success of an acquisition? How do we […]
Distinctive Brand Assets and Category Entry Points (CEPs)
The following post is nothing more than a collection of notes from my reading of Building Distinctive Brand Assets, by Jenni Romaniuk. It has helped me (and it might help […]
Moldy burgers
Not my intention to foster the (growing) debate about the new Burger King’s moldy Whopper advertisement, but I found the following considerations extremely valuable – it’s Jenni Romaniuk, author of […]
SVOD kills the TV stars
With the new report “Mind the Gap” Ebiquity plc has refined 2019 UK figures about TV consumption and advertising effectiveness on video platforms. The new data suggests there will be […]
Measuring SOV on LinkedIn?
Interesting post on LinkedIn, questioning how to calculate SOV (Share of Voice) on LinkedIn. Answer from LinkedIn folks: Great question. The short answer is that today this is a custom […]
Rose Marcario’s interview at Stanford
Great interview with Patagonia’s CEO, Rose Marcario, at Stanford business school. Loved the comments about the rich tech guys. Among others. Think about how much money rich tech guys have. […]