Most brand tracking does a good job of telling you what moved.
It doesn’t do a good job of telling you what to do next.
That’s the gap we built Brand Advantage Tracking™ to solve.
Too many tracking programs turn into reporting exercises. Scores go up or down.
Charts get updated. Teams debate whether a change is meaningful. And then everyone moves on to the next quarter without a clear answer to the most important question:
What should we actually change to grow the brand?
Brand Advantage Tracking was designed as a different kind of system. One that moves from tracking to guidance.
Instead of focusing on lagging brand health scores, it centers on Brand Preference as a leading indicator of share and revenue growth. Not as a vanity metric, but as a predictive signal that tells you whether your brand is gaining or losing momentum before the business feels it.
The system connects three things most trackers keep separate.
Brand metrics that are proven to drive sales.
Category and competitive context that shows where growth really comes from.
And clear priorities that tell teams where to invest, what to fix, and what to protect.
The goal is not more data.
It’s better decisions.
When tracking works this way, it stops being a backward-looking scorecard. It becomes an early warning system. A way to spot risk sooner, identify opportunity faster, and align strategy and creative around what actually moves preference.
That’s why Brand Advantage Tracking is part of our Predictive Brand Growth
Framework, alongside Strategy and Creative. Because growth doesn’t happen in silos, and tracking shouldn’t either.
If your tracking tells you what happened but not what to do, it may be time for a different approach.
Stop tracking brand health. Start guiding brand growth.