- The strongest brands tap into an emotional core; our collective hopes, individual aspirations, or the feeling of shared experiences.
- Second only to quality of creative in driving profit is share of voice (SOV), which is the key metric in budget setting.
- Brands that can afford to invest in SOV above the business’s market share are practically guaranteed long-term base sales growth, while a 1% increase in consideration can also be expected to increase base sales by 0.5-1.5%.
- Maintaining salience is key, if a brand cedes control of its own story it becomes vulnerable, to counter-narratives and to...
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