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 provide guidance for where the brand ๐ด๐ฉ๐ฐ๐ถ๐ญ๐ฅ go next.
โก๏ธ Create a common language for the CEO, CFO, CMO and their teams to grow the brand. In short, one ๐ด๐ฉ๐ข๐ณ๐ฆ๐ฅ view for leadership direction.
โก๏ธ Move from ๐ค๐ฐ๐ฏ๐ท๐ฐ๐ญ๐ถ๐ต๐ฆ๐ฅ ๐ฅ๐ฆ๐ด๐ค๐ณ๐ช๐ฑ๐ต๐ช๐ฐ๐ฏ to ๐๐ฝ๐ฒ๐ฐ๐ถ๐ณ๐ถ๐ฐ ๐ฝ๐ฟ๐ฒ๐๐ฐ๐ฟ๐ถ๐ฝ๐๐ถ๐ผ๐ป.
A report cannot be considered finished until it answers three questions:
1๏ธโฃ ๐ช๐ต๐ฎ๐ ๐ฐ๐ต๐ฎ๐ป๐ด๐ฒ๐ฑ?
2๏ธโฃ ๐ช๐ต๐ ๐ฑ๐ถ๐ฑ ๐ถ๐ ๐ฐ๐ต๐ฎ๐ป๐ด๐ฒ?
3๏ธโฃ ๐ช๐ต๐ฎ๐ ๐๐ต๐ผ๐๐น๐ฑ ๐๐ฒ ๐ฑ๐ผ ๐ป๐ฒ๐ ๐, ๐ข๐ฏ๐ฅ ๐ธ๐ฉ๐ข๐ต ๐ช๐ด ๐ต๐ฉ๐ข๐ต ๐ธ๐ฐ๐ณ๐ต๐ฉ?