From the December issue of Rock Content Magazine. “Creativity is extremely difficult to define,” said David Lubars, Chairman and Chief Creative Officer at BBDO, an award winning advertising agency, “but……
Category: Branding
Share of Search is now gaining attention
Share of Search (SoS) is finally gaining attention as a significant (and inexpensive) metric for brand awareness and for forecasting future market share movements, and this is the reason why……
Introduction to Content Marketing: my lecture at LSBU
Here is the deck I’ve virtually presented earlier today at the London South Bank University. It’s in pdf format (videos have been removed). If you have any questions, just drop……
Where Creativity, Data and Performance Meet
“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of creativity to marketing effectiveness. Brand size and creativity are in fact two of the most……
Brand’s Share of Search
Tom Roach’s articles mentioned on my previous post brings another interesting topic – in addition to the need of balancing short-term and long-term approaches. The topic is Share of Search.……
Long, Short & Wrong
Fantastic article by Tom Roach, Exec Strategy Director at A&E DDB. Tom clarifies with evidence and examples that it’s not just short-termism to be wrong and rightly getting a lot……
Differentiation vs. Distinctiveness
If you want to learn more about the difference between differentiation vs. distinctiveness, you should have a look at Jenni Romaniuk’s writings, including her books and her latest post on……