Category: Brand Preference / Brand Persuasion
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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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Drivers of Brand Preference: The RDE Framework
If you want to grow brand preference, you need to know what moves it. There are three forces that reliably drive Brand Preference: โก๏ธ ๐ฅ๐ฒ๐น๐ฒ๐๐ฎ๐ป๐ฐ๐ฒ: How well your brand fits the consumerโs needs, occasions, and emotions at the moment of choice โก๏ธ ๐๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐๐ถ๐ฎ๐๐ถ๐ผ๐ป: Meaningful distinctiveness that sets your brand apart โก๏ธ ๐๐บ๐ผ๐๐ถ๐ผ๐ป๐ฎ๐น ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐ฐ๐: A sense…
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Cadence: Fewer Reads, More Signal
More tracking doesnโt mean better insight. Always-on measurement implies value proportional to frequency. In practice, it amplifies noise. The smarter approach is to time measurements to the consumer buying cycle and to known inflection moments like major campaigns, product changes, retail resets, and competitive launches. Sampling can then be sized to detect changes that matter,…
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Targeting & Audience Design
Not every consumer has equal value to your brand. So why treat them all the same? Some are heavy users. Others barely engage. Some are loyal to your competition. Others are ready to be persuaded. Thatโs why tracking has to do more than report averages. It must reveal how each audience segment behaves, what they…
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Growth Navigator 1
Whenโs the last time your brand strategy got a true reset? Every few years, even the best brands need a moment of strategic clarity. We helped one major snack brand do just that. The marketing team had no shortage of data. But they were stuck. Everything pointed backward. So we led a full brand strategy…
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Growth Navigator 2
What would your brand strategy look like if it started with the truth instead of assumptions? Every brand has siloed data. But very few have a clear, unified strategy. Thatโs where Growth Navigator comes in. It helps align what truly matters. First, we identify the consumer truth. How people think, behave, and perceive the category.…
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Giving Finance Confidence in Marketing’s Promises
Want marketing and finance on the same page? Start with preference. Too often, marketing and finance feel like theyโre speaking different language. Finance wants to know: ๐ฉ๐ฐ๐ธ ๐ธ๐ช๐ญ๐ญ ๐ต๐ฉ๐ช๐ด ๐ช๐ฏ๐ท๐ฆ๐ด๐ต๐ฎ๐ฆ๐ฏ๐ต ๐ช๐ฎ๐ฑ๐ข๐ค๐ต ๐ต๐ฉ๐ฆ ๐ฃ๐ฐ๐ต๐ต๐ฐ๐ฎ ๐ญ๐ช๐ฏ๐ฆ? Thatโs where preference becomes the bridge. Thereโs a quantifiable relationship between preference, share, revenue, and profit. If you can show how…
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Brand Building Isnโt Dead. Itโs More Important Than Ever.
An email about an upcoming marketing conference landed in my inbox. One line stopped me cold: They saidโฆ โ๐๐ฐ๐ฏ๐ฆ ๐ข๐ณ๐ฆ ๐ต๐ฉ๐ฆ ๐ฅ๐ข๐บ๐ด ๐ฐ๐ง ๐ฃ๐ณ๐ข๐ฏ๐ฅ-๐ฃ๐ถ๐ช๐ญ๐ฅ๐ช๐ฏ๐จ ๐ด๐ต๐ณ๐ข๐ต๐ฆ๐จ๐ช๐ฆ๐ด ๐ฅ๐ฆ๐ด๐ช๐จ๐ฏ๐ฆ๐ฅ ๐ต๐ฐ ๐ค๐ณ๐ฆ๐ข๐ต๐ฆ ๐ญ๐ช๐ง๐ฆ๐ญ๐ฐ๐ฏ๐จ ๐ญ๐ฐ๐บ๐ข๐ญ๐ต๐บ.โ Wow! Letโs be clear, that is completely wrong! The idea that brand building is outdated or obsolete doesnโt line up with the evidence, or with…
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๐ ๐ฅ๐๐ ๐ถ๐ป ๐๐ฐ๐๐ถ๐ผ๐ป – ๐๐ผ๐ ๐๐ฟ๐ฎ๐ป๐ฑ๐ ๐๐ฟ๐ผ๐
Forget what youโve heard – brands donโt grow through loyalty. They grow through ๐ฝ๐ฒ๐ป๐ฒ๐๐ฟ๐ฎ๐๐ถ๐ผ๐ป: more people choosing them more often. And what drives choice? ๐ฃ๐ฟ๐ฒ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ฐ๐ฒ. RDE explains how to build that Preference: โข ๐ฅ๐ฒ๐น๐ฒ๐๐ฎ๐ป๐ฐ๐ฒ fuels trial. โข ๐๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ฐ๐ฒ enables price strength. โข ๐๐บ๐ผ๐๐ถ๐ผ๐ป drives advocacy and memory. Weโve used this approach with clients across categories,…