Learn · every claim sourced
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
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Enter share of voice and share of market to see excess share of voice (ESOV) and the share growth that Binet and Field's rule of thumb associates with it: about half a point a year for every ten points of ESOV. A sense check on ambition, not a forecast.
Build the communication budget up from the objectives: list the tasks each objective needs, cost each one, add a contingency, and see the total. The objective-and-task method taught in Kotler and Keller, with the checks the budgeting research recommends.
A worksheet for the oldest sequence in marketing strategy: describe the segments on the bases that predict behaviour, score them, choose a targeting strategy and write the position. From Wendell Smith's 1956 paper to Kotler's textbooks.
One sentence that says who the brand is for, what it is, what it does better than the alternative and why anyone should believe it. The fill-in-the-blank form credited to Geoffrey Moore, checked against Keller's points of parity and difference.