Tag: RDE
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Growth Navigator
Most insights leaders donโt struggle with data. They struggle with direction. You can deliver rigorous tracking, sharp diagnostics, and statistically sound readouts. And then the meeting ends with the same question: โSo what should we do next?โ Thatโs where things often break down. Most brand and tracking systems are excellent at explaining what happened and…
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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,…
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๐ฅ ๐ก๐ผ๐ ๐๐น๐น ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐๐ฒ๐ ๐๐ฟ๐ฒ ๐๐ฟ๐ฒ๐ฎ๐๐ฒ๐ฑ ๐๐พ๐๐ฎ๐น
Last time, we broke down the three key drivers of Brand Preference: Relevance, Difference, and Advocacy. But hereโs the twistโ๐ป๐ผ๐ ๐ฎ๐น๐น ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐ฐ๐ ๐ถ๐ ๐ฒ๐พ๐๐ฎ๐น. Some consumers only recommend your brand if asked. Othersโtrue Apostlesโpromote your brand unprompted because theyโre emotionally invested. Thatโs the โEโ in ๐ฅ๐๐โ๐๐บ๐ผ๐๐ถ๐ผ๐ป๐ฎ๐น ๐๐ผ๐ป๐ป๐ฒ๐ฐ๐๐ถ๐ผ๐ป. We measure it through ๐ฟ๐ฒ๐๐ฝ๐ผ๐ป๐๐ฒ ๐๐ถ๐บ๐ฒ, a proven…
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๐ฏ The 3 Drivers of Brand Choice – Revealed
Why do consumers prefer one brand over another? We ran a landmark study across 12 categories and over 30,000 evaluations to find out. The answer? Three core perceptions that consistently explain Brand Preference: โข ๐ฅ๐ฒ๐น๐ฒ๐๐ฎ๐ป๐ฐ๐ฒ โ โThis brand is for someone like me.โ โข ๐๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ฐ๐ฒ โ โThis brand stands out.โ โข ๐๐ฑ๐๐ผ๐ฐ๐ฎ๐ฐ๐ โ โIโd recommend…
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| The Brand Strength Monitor / RDE Chart of the Week | HBO MAX: Pandemic Winner
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. The RDE composite strongly relates to – and helps explain โ CCPreference which itself is a validated predictor of market share. Comparing RDE Assessment taken before the pandemic…
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| The Brand Strength Monitor / RDE – Chart of the Week | Facial Moisturizer
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…
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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…
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| The Brand Strength Monitor / RDE – Chart of the Week | Streaming Services
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…
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| The Brand Strength Monitor / RDE Chart of the Week | Hotels
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…
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| The Brand Strength Monitor / RDE – Chart of the Week | Credit Cards
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…