Market share is a brand's percentage of total category sales. Here's what the Ehrenberg-Bass evidence says about how it actually moves — penetration, double jeopardy, share of voice — and the common errors.
Definition & evidence →Brand vs performance is the modern split between long-term demand creation and short-term demand conversion. Here's the evidence behind it, how the two halves interact, and why the balance drifts.
Definition & evidence →The Long and the Short of It is Binet and Field's 2013 IPA report that split advertising into short-term activation and long-term brand building. Here's what it found, why it matters, and how to use it.
Definition & evidence →Advertising produces two separable effects: a fast-decaying short-term sales spike and a slow-building long-term baseline lift. Here's the mechanism, the Binet/Field evidence, and the common mistakes.
Definition & evidence →Customer Lifetime Value estimates the total net profit a buyer generates over the relationship. Here's how it works, what the Ehrenberg-Bass evidence says about loyalty, and where it misleads.
Definition & evidence →ROMO evaluates marketing against whether it achieved its stated objective — not just financial return. Here's the principle, how it differs from ROI, and how to use it.
Definition & evidence →Vanity metrics are numbers that look impressive but don't guide decisions or connect to commercial outcomes. Here's why they're dangerous and what to measure instead.
Definition & evidence →A single-minded proposition is the one clear idea a piece of communication must convey. Here's where it comes from, why one idea beats five, and how to write one.
Definition & evidence →Segmentation divides a market into groups; targeting selects which to serve. The evidence says growth comes from broad reach, not narrowing. Here's why.
Definition & evidence →Positioning is designing a brand to occupy a distinctive place in the customer's mind. Here's where it comes from, what the evidence says, and how to use it.
Definition & evidence →The Dirichlet model is a statistical model of repeat buying that predicts penetration, purchase frequency, and double jeopardy. Here's what it is, what it shows, and why it matters.
Definition & evidence →Reach is how many people see your ad; frequency is how often. The evidence says reach matters more than frequency for brand growth. Here's why and what to do.
Definition & evidence →