Editorial Pillar
Brand
Strategy, identity, and positioning in a fragmented media landscape.
Build brands that last.
Dark Social
Private sharing of content through channels that cannot be tracked by analytics tools.
Share of Voice (SOV)
The percentage of total category conversation or advertising exposure owned by a brand.
Social Proof
The psychological phenomenon where people mirror the actions or endorsements of others.
Brand Equity
The commercial value derived from consumer perception of a brand beyond the functional product.
Brand Safety
Measures taken to ensure a brand's advertising does not appear alongside harmful or inappropriate content.
Social Listening
The practice of monitoring digital channels for mentions, sentiment, and conversations relevant to a brand or category.
Zero-Party Data
Data that customers intentionally and proactively share with a brand in exchange for value.