Coronavirus will increase the need for digital content experiences ; but marketers should act responsibly and go long-term. One year ago, it was early spring 2019, I was invited to……
Category: Strategy
How To Measure Brand Effectiveness
Reporting from Linkedin – interesting conversation about measuring brand effectiveness, initiated by Peter Weinberg of LinkedIn’s B2B Institute. How do you measure brand effectiveness? My best attempt at an answer:……
Considerations on ESOV Efficiency and Brand’s sectors
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……
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……
A few notes on marketing strategy for FinTech
While FinTech startups are experiencing (I wouldn’t say enjoying) a very unique competitive scenario today, yet their marketing strategy model shouldn’t be so different from the one MarTech, Tech, FinServ……
My presentation – 4th Annual Content Strategy Summit
Here is the deck I’ve presented earlier today at the 4th Annual Content Strategy Summit in Vienna. It’s in pdf format. The deck is an evolution of the article I……