Performance marketing is biddable digital advertising optimised for short-term, measurable response. Here's the mechanism, the evidence, and why it isn't the same as effectiveness.
Definition & evidence →Brand building is the long-term marketing investment that grows mental availability, penetration, and pricing power. Here's the Binet & Field evidence and how to do it.
Definition & evidence →Excess share of voice is when a brand's share of voice exceeds its share of market — a predictor of growth. Here's the Binet & Field evidence and how to use ESOV in planning.
Definition & evidence →Share of voice is a brand's share of category advertising spend or media presence. Here's the evidence on its relationship to share of market, and how to use it.
Definition & evidence →Brand salience is the degree to which a brand comes to mind in buying situations. Here's how Romaniuk and Sharp reframed it around category entry points — and what it means in practice.
Definition & evidence →Physical availability is how easy your brand is to find and buy. Here's the Ehrenberg-Bass evidence, why it matters as much as mental availability, and how to build it.
Definition & evidence →Category entry points are the situations, needs, and cues that trigger a category purchase. Owning more of them builds mental availability and grows penetration. From Ehrenberg-Bass.
Definition & evidence →Market penetration is the percentage of category buyers who buy your brand in a period. Ehrenberg-Bass shows it's the primary driver of brand growth — not loyalty. Here's the evidence.
Definition & evidence →The 95:5 rule says only about 5% of potential B2B buyers are in-market at any time. The other 95% must be reached through brand building, not lead capture. Here's the evidence.
Definition & evidence →Marketing ROI is the incremental profit from marketing as a percentage of its cost. Here's the honest way to calculate it, what the IPA evidence shows, and the traps to avoid.
Definition & evidence →The double jeopardy law says smaller brands suffer twice: fewer buyers who also buy less often. A foundational law of growth from Ehrenberg-Bass. Here's what it means.
Definition & evidence →Distinctive assets are the non-name elements that uniquely identify a brand. Measured on uniqueness × fame (Romaniuk). Here's the evidence and how to build them.
Definition & evidence →