Share of search is your brand's share of category brand searches. It's a cheap, real-time leading indicator of market share. Here's the evidence and how to use it.
Definition & evidence →Mental availability is the probability a buyer thinks of your brand in a buying situation. The evidence-based guide to the concept, from Romaniuk & Sharp, and how to build it.
Definition & evidence →The 60:40 rule says spend ~60% on long-term brand building and ~40% on short-term activation. Here's where it comes from, what the evidence shows, and how to adapt it.
Definition & evidence →