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...
Marketing from the heart for growth
In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.
