Category: Predictive Brand Growth Framework
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Creative Gauge
“I like the creative. But will it work?” That’s the question every insight leader and CMO is trying to answer. And it usually gets answered too late. Most creative testing happens after the work is done. After decisions are locked. After budgets are committed. At that point, testing is a checkpoint, not a tool for…
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Brand Advantage
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…
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Delivering Predictive Brand Growth in an Age of Continuous Disruption
Introduction There once was a day when the equity and health of brands were stable. Brand teams could expect that the fundamental performance of the category and the competitive set changed little on a short-term basis. Category reviews and brand tracking research reinforced this perspective as the numbers typically saw limited, significant change on even…