Julius Støback Email and Phone Number

Marketing science’s central tenets for profitable brand growth are:  Aim for penetration (and loyalty will follow)Reach all category buyers Build mental and physical availability SOV ≈ SOM over timeBe distinctive—it’s more important than being differentiated  After 20 years of international strategic branding and campaign planning with budgets totalling $100M+, I know a bit about how to do this in practice. It’s hard, but involves a lot less guessing than in the way marketing is still practiced in many places.These years have included: Mapping and measuring mental availability Brand strategy and communication platform development projectsDesign and tracking of brand assetsSetting up and using brand trackers and dashboards for marketing decisionsPerforming segmentation studiesMarketing effectiveness measurements including econometricsQualitative and quantitative market research on product developments, advertising concepts and brand assetsThe only way to do things “smarter” is by figuring out how the mechanisms for growth applies to your brand and its context. Read more about how on https://www.marketingbestpractice.com