Marketing from the heart for growth
Building on Binet and Field's work, John Kearon argues that long-term profit requires excess heart and voice from brands. He suggests a 'share of voice to brand share growth' model as an alternative to ROI.
Marketing works in two ways
Through meta-analysis of the IPA Effectiveness Awards Databank, Les Binet and Peter Field have demonstrated that marketing works in two different ways: it can achieve both long-term and short-term effects. Marketing can be broadly categorised into brand-building and sales activation. These two marketing activities work differently over time (Figure 1)....