Tag: Brand Advantage Guidance System
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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 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,…