Author: Michael Ambrosio

Consulting firms rank brands on value. Marketers promise to increase it. But brand value has little to do with whether a company is famous or even profitable. The accurate measure of brand value is the premium that consumers...

Most SEOs are against bidding on branded terms because it is believed that buying paid ads cannibalizes organic traffic and it can also impact attribution for conversions and revenue. Paid advertisers believe there is an uplift...

The simplest way forward is to see which boxes your target market has and then check all of them. Unfortunately #1: The audience doesn’t publish their actual list of boxes, they conceal many of them. Unfortunately #2: They don’t...