Category: Uncategorized
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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. Thatโs the gap we built Brand Advantage Trackingโข 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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Communication and Creative ROI
The best creative does more than stand out. It moves the brand forward. Creative is the dividing line between brands and commodities. Creativity needs measurement that respects craft without reducing it to vanity metrics. ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐ฑ๐๐ฎ๐ป๐๐ฎ๐ด๐ฒ assesses communication at two levels: 1๏ธโฃ ๐ง๐ต๐ฒ ๐ฎ๐๐๐ฒ๐ ๐น๐ฒ๐๐ฒ๐น (does this ad, idea, or execution move the right driver…
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| The Brand Strength Monitor / RDE – Chart of the Week | Chocolate Candy
MSWโs RDE Analytic Framework rests on a study that found that three equity dimensions (Relevance, Differentiation, Emotion) are responsible for driving a significant portion of brand growth. Our ongoing Chart of the Week series is dedicated to sharing RDE results for a variety of categories. If you have questions about your category or want your own…