All Posts By

Bartek Hanus

Marketing & Communications

The Most Important Measure You Have Not Heard of

The so-called “share of voice principle” is able to determine the ability of brands to build or lose their market shares. As a reminder, brands that spend more on category-wide communication (SOV) than their market share (SOM) grow. Those that spend below this value shrink. The scale of change is proportional to the size of the difference between SOV and SOM.  The increasing weight and share of internet communication has made this measure no longer applicable. Since it has still not been…

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