Is brand an input or an output?

A discussion and some thoughts about brands, prompted by a tweet from Everard Hunder:

“What happens if there is no such thing as a brand strategy?

Maybe brand is an outcome of business strategy and performance, not a strategy in itself?” Continue reading “Is brand an input or an output?”

Ritson: Share of Search – a simple and elegant alternative to Share of Voice

Mark Ritson wrote an article for Marketing Week titled It’s time for ‘share of search’ to replace ‘share of voice’ (Sept 24, 2020).

« Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative. » Continue reading “Ritson: Share of Search – a simple and elegant alternative to Share of Voice”