Why brand experience share (BES) should be at the centre of budget planning

    In a marketing environment where greater emphasis is being placed on customer experience, marketers need to consider adopting a measure for share of brand experience rather than continuing to rely on share of voice.

    Writing in the April issue of Admap, Leonie Galliford, head of insight at Zenith UK, acknowledges research showing that share of voice is an important driver of effectiveness after the creative work itself.

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