If you can’t tie brand health to revenue, you’re tracking the wrong metric.
At MSW, we use Brand Preference because it connects directly to business impact.
It compresses the category’s 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, which makes it a leading indicator in tracking. Pair it with Last Purchase, and you get both forward-looking insight and in-market validation.
Even better, Preference is convertible into revenue and value, giving finance teams the bridge they’ve been asking for between brand health and economics.
It also creates alignment across leadership. No more debating “which report is right.” The focus shifts to a more powerful question:
𝘞𝘩𝘪𝘤𝘩 𝘮𝘰𝘷𝘦 𝘸𝘪𝘭𝘭 𝘳𝘢𝘪𝘴𝘦 𝘗𝘳𝘦𝘧𝘦𝘳𝘦𝘯𝘤𝘦 𝘧𝘢𝘴𝘵𝘦𝘴𝘵 𝘢𝘵 𝘵𝘩𝘦 𝘭𝘰𝘸𝘦𝘴𝘵 𝘤𝘰𝘴𝘵?
The MSW Brand Advantage guidance system makes this possible.