Category: Brand Advantage
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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. ๐๐ถ๐ฟ๐๐, they were largely descriptive and backwardโlooking, telling teams…
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What Brand Leaders Actually Need
๐๐ฎ๐๐ต๐ฏ๐ผ๐ฎ๐ฟ๐ฑ๐ ๐ฎ๐ฟ๐ฒ๐ปโ๐ ๐๐๐ฟ๐ฎ๐๐ฒ๐ด๐. Leadership teams want fewer dashboards and ๐บ๐ผ๐ฟ๐ฒ ๐ด๐๐ถ๐ฑ๐ฎ๐ป๐ฐ๐ฒ. The standard they apply to every investment decision should also apply to brand: ๐ Clarity on which levers move performance ๐ A line of sight from those levers to market share and revenue ๐ A practical cadence matched to real buying cycles They need…
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The Brand Advantage
CMOs donโt need more data. They need a system that shows what to do next. ๐ ๐ฆ๐ช ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐ฑ๐๐ฎ๐ป๐๐ฎ๐ด๐ฒ centers on Preference, the share of consumer desire in a category, and connects that measure to current and future market share, revenue, ๐ข๐ฏ๐ฅ enterprise value. It models the drivers of Preference (๐๐ฆ๐ญ๐ฆ๐ท๐ข๐ฏ๐ค๐ฆ, ๐๐ช๐ง๐ง๐ฆ๐ณ๐ฆ๐ฏ๐ต๐ช๐ข๐ต๐ช๐ฐ๐ฏ, ๐๐ฎ๐ฐ๐ต๐ช๐ฐ๐ฏ๐ข๐ญ ๐๐ฅ๐ท๐ฐ๐ค๐ข๐ค๐บ), quantifies perceptual…
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Why Brand Preference is the Right Core Metric
If you canโt tie brand health to revenue, youโre tracking the wrong metric. At MSW, we use Brand Preference because it connects directly to business impact. It compresses the categoryโs demand structure into a finite resource, making it clear where you stand and what it will take to grow. Preference sits closest to competitive choice,…
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The Role of Category Entry Points
You donโt just want to be remembered. You want to be remembered at the right moment. Category Entry Points (๐๐๐ฃ๐) are a crucial but often overlooked dimension of brand health. They represent the cues, contexts, and situations in which consumers think about a category, and become open to choosing a brand. The more entry points…