Tag: Video Blog
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Why Translation Matters in Brand Research
Multilingual markets can expose hidden flaws in your tracking. Are ๐บ๐ฐ๐ถ checking for them? Weโve taken over brand trackers from some of the biggest research firms in the world, and what weโve found ๐ช๐ด๐ฏโ๐ต pretty. One client ran a multilingual tracker for three years without realizing their response scale was reversed in one of the…
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What is AIDA?
Your brand funnel probably skips the ๐บ๐ผ๐๐ ๐ถ๐บ๐ฝ๐ผ๐ฟ๐๐ฎ๐ป๐ part. Too many brand trackers are built around outdated models like ๐๐๐๐, which stands for awareness, interest, desire, and action. ๐๐๐๐ may have helped sell encyclopedias in the 1800s, but it doesn’t reflect how consumers ๐ฏ๐๐, ๐ฒ๐๐ฎ๐น๐๐ฎ๐๐ฒ, and ๐ฒ๐ป๐ด๐ฎ๐ด๐ฒ with brands today. ๐ฃ๐๐ฟ๐ฐ๐ต๐ฎ๐๐ฒ ๐ถ๐๐ปโ๐ ๐๐ต๐ฒ ๐ณ๐ถ๐ป๐ถ๐๐ต ๐น๐ถ๐ป๐ฒ.…
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Description vs. Prescription in Brand Tracking
If your brand tracker ๐ฐ๐ฏ๐ญ๐บ reports the past, it’s time to upgrade. Most tracking systems stop at diagnostics. They tell you where the brand is now, where it’s been, and why. ๐๐ฆ๐ญ๐ฑ๐ง๐ถ๐ญ, ๐ฃ๐ถ๐ต ๐ฏ๐ฐ๐ต ๐ฆ๐ฏ๐ฐ๐ถ๐จ๐ฉ. ๐๐ ๐ ๐ฆ๐ช, ๐๐ฒ ๐บ๐ผ๐๐ฒ ๐ฏ๐ฒ๐๐ผ๐ป๐ฑ ๐ฑ๐ฒ๐๐ฐ๐ฟ๐ถ๐ฝ๐๐ถ๐ผ๐ป. Our Brand Health Tracker is designed to predict whatโs likely to happen next and…
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The Next Evolution of Brand Health Tracking
The next evolution of brand health tracking is to move tracking from simply monitoring ๐ธ๐ฉ๐ข๐ต ๐ช๐ด ๐ฉ๐ข๐ฑ๐ฑ๐ฆ๐ฏ๐ช๐ฏ๐จ to ๐ฝ๐ฟ๐ฒ๐ฑ๐ถ๐ฐ๐๐ถ๐ป๐ด ๐ธ๐ฉ๐ข๐ต ๐ธ๐ช๐ญ๐ญ ๐ฉ๐ข๐ฑ๐ฑ๐ฆ๐ฏ. To do that, it also means eliminating the siloed approach to separate studies for brand valuation and brand health. ๐ง๐ต๐ฒ ๐ป๐ฒ๐ ๐ ๐ฒ๐๐ผ๐น๐๐๐ถ๐ผ๐ป ๐ผ๐ณ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ต๐ฒ๐ฎ๐น๐๐ต ๐๐ฟ๐ฎ๐ฐ๐ธ๐ถ๐ป๐ด ๐บ๐๐๐: โก๏ธ Integrate valuation and health to…
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The Direct Link Between Brand Health & Brand Value
The Direct Link between Brand Health & Brand Value Brand health isnโt ๐ซ๐ถ๐ด๐ต a marketing KPI. ๐๐โ๐ ๐ฎ ๐ณ๐ผ๐ฟ๐๐ฎ๐ฟ๐ฑ-๐น๐ผ๐ผ๐ธ๐ถ๐ป๐ด ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฒ ๐ผ๐ณ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐๐ฎ๐น๐๐ฒ. At MSW, we treat brand health as more than perception. Itโs a signal of whatโs next. We capture the full picture by measuring both what people ๐ต๐ฉ๐ช๐ฏ๐ฌ and what they ๐ฅ๐ฐ. That…
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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…