Why the Market is Changing

For decades, marketers have relied on the global research giants to track the health of their brands.

They offered global infrastructure and promised comparability between markets; they provided the credibility that reassured multinational corporations.

However, they had blind spots that have grown more costly over time.

𝗙𝗶𝗿𝘀𝘁, they were largely descriptive and backward‑looking, telling teams what moved last month without isolating what mattered or forecasting what would happen next.

𝗦𝗲𝗰𝗼𝗻𝗱, the proliferation of “always‑on” monitoring tools created the opposite problem: statistical noise was interpreted as signals, prompting teams to “do something” when the smartest action was often to do nothing.

𝗧𝗵𝗶𝗿𝗱, episodic brand valuation exercises left operating teams guessing about what to change in market.

𝗙𝗶𝗻𝗮𝗹𝗹𝘆, internally developed scorecards rarely traveled well across functions.

The result is an organization that measures a lot yet still asks the same question quarter after quarter:

𝘞𝘩𝘢𝘵 𝘴𝘱𝘦𝘤𝘪𝘧𝘪𝘤 𝘮𝘰𝘷𝘦 𝘸𝘪𝘭𝘭 𝘤𝘳𝘦𝘢𝘵𝘦 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵 𝘷𝘢𝘭𝘶𝘦? Familiar problems? Let’s talk about the 𝗠𝗦𝗪 𝗕𝗿𝗮𝗻𝗱 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻 to fix them.