Tag: 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…
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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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The Marketing Model: Equity and the Short-Term Gap
What if your brand tracker could explain both short-term bumps and long-term brand value? ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐ฑ๐๐ฎ๐ป๐๐ฎ๐ด๐ฒ integrates longโterm equity with the shortโterm marketing gap. Equity reflects the durable preference structure built by product truth and cumulative communication. The marketing gap captures immediate factors like price, promotions, availability, and competitive noise that can suppress or amplify…
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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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Communication & Creative ROI
Creativity separates brands from commodities. But creativity alone isnโt enough because todayโs brands run ecosystems: Instagram stories, influencer clips, connected TV spots, and more. Each touchpoint shapes how consumers experience the brand. If those pieces arenโt coordinated, the result isnโt synergy. ๐๐ตโ๐ด ๐ด๐ต๐ข๐ต๐ช๐ค. Thatโs where measurement comes in. Not to reduce creativity to a scorecard.…
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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…