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  "documentTitle": "Era of alignment",
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      "kind": "callout",
      "text": "Nielsen data shows that marketing accounts for 10%-35% of a brand's equity",
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      "text": "Fewer people are driving to stores and shopping inside them, which reduces equity support simply because people aren't seeing logos on shelves or on storefronts as much. The online “shelf” is infinite, which makes it increasingly difficult for single brands to stand out. Disrupted supply chains from electronics to auto to lumber have affected brand and product availability, forcing customers to try alternatives. The circumstances and resulting behavior cause a lost source of equity.",
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      "text": "In today's world, it's a risky proposition to take non-marketing sources of equity for granted. These examples also elevate the importance of staying top-of-mind with consumers when a sale is at stake.",
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      "text": "There is no discounting the growing reach of select digital channels, such as online video and connected TV, and marketers are increasing their spend accordingly. Importantly, they'll want to ensure that their spend is reaching the right audiences—real people making real choices. In December 2021, for example, YouTube reached 135 million people on TV screens alone. YouTube is also a strong competitor in the streaming space, as Americans streamed 177.3 billion minutes of video on the platform in January 2022.",
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      "text": "Source: Nielsen Brand Resonance report",
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      "text": "2 Nielsen Streaming Platform Ratings 3 The Gauge, February 2022",
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