share of voice

Definition

Your brand's percentage of the total conversation or advertising in your category compared to competitors. Basically measuring who's yelling the loudest in a crowded room.

Example Usage

We have 12% share of voice in the athletic shoe category, which sounds impressive until you realize Nike has 47%.

Origin

Traditional advertising and media planning metrics

Source: Advertising measurement and competitive analysis terminology

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brand

The carefully crafted identity and perception of a company, product, or person that marketing teams obsess over and consumers either love or completely ignore. A brand is more than just a logo—it's the entire emotional experience and associations people have with your business, from Apple's minimalist elegance to that local pizza place with the angry owner. It's what makes people pay $200 for sneakers that cost $20 to manufacture.

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