Full presentation deck from my yesterday’s live show on YouTube. The deck can be downloaded here. Probably the best branding summary I’ve created so far. Brand Building and Activation: Why……
Tag: Peter Field
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……
Strategy Models for Marketers (and Content Marketers)
When requested to design a marketing strategy to overcome a specific problem, we (marketers) often confuse goals with strategy. We start with goals, and we stop with goals – without……
How a Common Content Strategy Unites Marketing’s Different Natures
I recently wrote about the two “natures of marketing”, brand awareness and short-term sales activation (or leadgen, as we B2B marketers are used to call it) and the role of content within the……