Most marketers have by now figured out how to use search engine optimization and ad placement optimization to yield better results from their digital marketing efforts. But they are missing a third tool to help them get the best results. In our work with clients we invariably find that earned media accounts for a sizable portion of all traffic and lead generation (it's not unusual to see it account for anywhere from 25% to 40%). Optimization experts often talk of ...

The topic of emotional loyalty has been a topic of interest for us for a while, as it gives tantalizing clues to decoding what it is about certain brands that give them a halo effect in media coverage, and how to ascribe value to that intangible asset. This halo gives them the ability to defy gravity by trading at multiples in the stock market not necessarily explained by financial ratios; garner share of voice percentages that are out of proportion ...