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A global marketing blog by @giusec

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Category: Strategy

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……

Continue reading Considerations on ESOV Efficiency and Brand’s sectors
Published March 4, 2020
Categorized as Advertising, Branding, Data & Analytics, StrategyTagged Activation, Brand building, eSOV, ESOV Efficiency, Les Binet, Peter Field

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……

Continue reading Marketing lessons from one of the major M&As in the energy and tech sectors
Published March 2, 2020
Categorized as Branding, M&A, StrategyTagged Acquisitions, M&A, Mergers, Post-integration

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……

Continue reading Distinctive Brand Assets and Category Entry Points (CEPs)
Published February 24, 2020
Categorized as Branding, StrategyTagged Category Entry Points, Distinctive Brand Assets, Romaniuk, Sharp

A few notes on marketing strategy for FinTech

Abstract Futuristic infographic with Visual data complexity represent Big data concept node base programming

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……

Continue reading A few notes on marketing strategy for FinTech
Published February 17, 2020
Categorized as Strategy, Tech & Trends

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……

Continue reading My presentation – 4th Annual Content Strategy Summit
Published February 13, 2020
Categorized as Content Marketing, Education & Events, Resources, StrategyTagged Annual Content Strategy Summit, Brand Awareness, Brand building, Sales Activation

Next week in Vienna

The 4th Annual Content Strategy Summit (Vonlanthen Group) is only few days away. This year my speech will focus on Marketing Strategy and Effectiveness – and how a solid Content……

Continue reading Next week in Vienna
Published February 9, 2020
Categorized as About me, Content Marketing, Education & Events, StrategyTagged Conference, content strategy, marketing effectiveness, Marketing Strategy, Strategy, Vienna

Tomorrow’s buyers: the biggest growth opportunity in B2B

A great article from Peter Weinberg and Jon Lombardo who well summarise B2B’s unexplored growth opportunities. I suggest all B2B marketers to have a look. Actually, there’s only one point……

Continue reading Tomorrow’s buyers: the biggest growth opportunity in B2B
Published February 6, 2020
Categorized as Branding, Content Marketing, StrategyTagged B2B

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