There are certainly things you can do to measure these things. The difficulty is that these measures aren't as neat as the ones you use for direct marketing, an

There are certainly things you can do to measure these things. The difficulty is that these measures aren't as neat as the ones you use for direct marketing, and are less likely to capture the whole value of the brand and thought leadership spend. This means they can be used against each other, but at a high level it's risky to use them to assign resources to the different strategies