Brand Resilience
Traditional brand measurement just doesn’t match up with reality anymore – not in business or the day-to-day interactions people expect to have with brands.
If your goal is to create resilient brand relationships that can withstand market pressure, anticipate change, and evolve without barriers… then it’s time to rethink your approach.
This is brand measurement, reimagined.
Traditional Brand Measurement
A hamster wheel of tracking metrics, collecting numbers, chasing scores, and reporting stats on a snapshot of your brand’s current (or past) state.
vs.
Brand Resilience
Understanding – beyond the numbers – not just the current state of your brand and past performance, but also the relationships you have and could have, and what levers you must pull to maintain relevance and influence in your market.
Find your path to resilience
Transform brand measurement from a reporting tool into a strategic asset that not only measures success but also shapes and sustains it.
Our Brand Resilience approach measures a combination of Brand Connections and Brand Dynamics, providing a robust framework for:
- Understanding the strength and quality of all Connections your brand has with your target audiences
- Developing brand agility so you can respond swiftly to shifting market Dynamics and evolving trends.
The goal: create a full view of your brand performance, the key factors influencing performance, and what actions need to be taken to optimize it.
brand resilience = connections + dynamics
brand connections
Chart your brand’s progress and pinpoint where strategic attention should be focused to maintain strength and growth. Understanding how well your brand connects and interacts with your audience(s) is at the heart of brand resilience measurement.
What measuring these connections helps you discover
- Which aspects of your brand are most compelling to your target audience(s)
- The way customers and potential customers perceive the value of your brand
- Where you have competitive gaps that need to be closed
- Where whitespace/differentiation opportunities exist in your industry
- How well your target audiences move through the buyer’s journey
- Where efforts should be focused to best acquire and retain customers
- Which factors influence emotional brand relationships
- How well your advertising and promotional activities are breaking through and inspiring action
The 9 key connection points we measure:
Our approach fuses comprehensive brand performance tracking and cross-program synthesis:
We start with charting key brand connections and measuring how they evolve in the market over time, including attitudes, behavior, and sentiment analyses.
Then, we connect the dots between your brand connection insights and your other proprietary research studies (CX, brand, employee, etc.), internal data, and conversations with key stakeholders to identify further connections that may be flying under the radar.
Finally, we tie these all together to provide a powerful, in-depth picture of the biggest ways your brand connects, and opportunities to further connect, with your audiences.
Awareness
Charting how well your audience recognizes or recalls your brand – aided and unaided
Perceptions
Gauging how your audience views your brand in terms of attributes such as trustworthiness, innovation, quality, and emotional appeal
Loyalty/Advocacy
Assessing customer commitment to your brand, including repeat purchases and likelihood to recommend your brand to others
Market Position
Measuring whether your brand is thought of as a leader within its market
Differentiation
Evaluating how distinct your brand is from competitors in terms of product features, quality, or price and the perceived value it offers
Recognition
Determining to what degree your audience can identify your brand from logos, colors, taglines, and other elements
Connectedness
Measuring how deeply your audience feels linked to your brand on a personal level, beyond functional benefits, often rooted in shared values, meaningful experiences, and consistent interactions
Favorability
Gauging how much people like, trust, and feel positively aligned with your brand, often influenced by their experiences, emotions, and associations with it
Share of Wallet
Analyzing the extent to which a customer favors your brand over your competitors when making purchasing decisions in your brand category
Brand Connections
Chart your brand’s progress and pinpoint where strategic attention should be focused to maintain strength and growth. Understanding how well your brand connects and interacts with your audience(s) is at the heart of brand resilience measurement.
What you discover
What measuring these connections helps you discover
- Which aspects of your brand are most compelling to your target audience(s)
- The way customers and potential customers perceive the value of your brand
- Where you have competitive gaps that need to be closed
- Where whitespace/differentiation opportunities exist in your industry
- How well your target audiences move through the buyer’s journey
- Where efforts should be focused to best acquire and retain customers
- Which factors influence emotional brand relationships
- How well your advertising and promotional activities are breaking through and inspiring action
Connection Points
The 9 key connection points we measure:
AWARENESS
Charting how well your audience recognizes or recalls your brand – aided and unaided
PERCEPTIONS
Gauging how your audience views your brand in terms of attributes such as trustworthiness, innovation, quality, and emotional appeal
LOYALTY/ADVOCACY
Assessing customer commitment to your brand, including repeat purchases and likelihood to recommend your brand to others
MARKET POSITION
Measuring whether your brand is thought of as a leader within its market, considering presence within a particular market
DIFFERENTIATION
Evaluating how distinct your brand is from competitors in terms of product features, quality, or price and the perceived value it offers
RECOGNITION
Determining to what degree your audience can identify your brand from logos, colors, taglines, and other elements
CONNECTEDNESS
Measuring how deeply your audience feels linked to your brand on a personal level, beyond functional benefits, often rooted in shared values, meaningful experiences, and consistent interactions
FAVORABILITY
Gauging how much people like, trust, and feel positively aligned with your brand, often influenced by their experiences, emotions, and associations with it
SHARE OF WALLET
Analyzing the extent to which a customer favors your brand over your competitors when making purchasing decisions in your brand category
How it's done
Our approach fuses comprehensive brand performance tracking and cross-program synthesis:
We start with charting key brand connections and measuring how they evolve in the market over time, including attitudes, behavior, and sentiment analyses.
Then, we tap into your other CX and employee surveys to identify further influential connections that may be flying under the radar.
Finally, we tie these all together to provide a powerful, in-depth picture of the biggest ways your brand connects, and opportunities to further connect, with your audiences.
Brand Dynamics
Develop brand agility so you can respond quickly to shifting market dynamics and evolving trends. Connection points aren’t the only things that impact brand resilience. Some interactions with your brand are more dynamic. These are the activities happening beyond the reach of your brand that still play an important role in shaping it.
What you discover
What you’ll discover through measuring brand dynamics:
- Your share of voice
- How audiences are talking about your competitors
- The effect your marketing activities have on perceptions and behaviors
- Shifting market forces that may require attention and action
- The impact of new industry & tech developments on your customer behavior
- Early warning signs for risk mitigation
Dynamic forces
The brand dynamics we measure:
SOCIAL LISTENING
Monitoring the candid conversations people are having about your brand in a variety of digital spaces
TRENDING TOPICS IN THE MARKET
Listening to what topics and trends are emerging in your market that may influence your brand now or in the near future
INDUSTRY INNOVATIONS
Keeping on top of current and potential future innovations in your market, or even in others, that may impact your brand, its position, and how it’s perceived
REGULATORY CHANGES
Anticipating regulatory changes that may impact your brand to mitigate risk
How it's done
Our measurement approach for Brand Dynamics involves tracking a variety of external forces impacting your brand.
We aim to understand your digital presence, trending topics in the market, industry innovation, and regulatory changes.
With tools like social listening and review monitoring, we track what’s being said candidly about your brand online.
We layer in always-on signal monitoring and trend tracking to keep an eye on industry advancements and trend patterns.
To round out your insights, we then leverage syndicated sources to add context and help with decision-making.
brand dynamics
Develop brand agility so you can respond quickly to shifting market dynamics and evolving trends. Connection points aren’t the only things that impact brand resilience. Some interactions with your brand are more dynamic. These are the activities happening beyond the reach of your brand that still play an important role in shaping it.
What you'll discover through measuring brand dynamics:
- Your share of voice
- How audiences are talking about your competitors
- The effect your marketing activities have on perceptions and behaviors
- Shifting market forces that may require attention and action
- The impact of new industry & tech developments on your customer behavior
- Early warning signs for risk mitigation
The brand dynamics we measure:
Our measurement approach for Brand Dynamics involves tracking a variety of external forces impacting your brand.
We aim to understand your digital presence, trending topics in the market, industry innovation, and regulatory changes.
With tools like social listening and review monitoring, we track what's being said candidly about your brand online. We also layer in always-on signal monitoring and trend tracking to keep an eye on industry advancements and trend patterns.
To round out your insights, we then leverage syndicated sources to add context and help with decision-making.
Social Listening
Trending topics in the market
Industry Innovations
Regulatory Changes
What will Brand Resilience look like for you?
With Brand Resilience, your brand measurement becomes more than just metrics – it becomes the driving force that informs strategy and inspires action.
But Brand Resilience looks a little different on everyone – and it evolves as you grow.
At every stage of brand maturity, from emerging players to industry leaders, Brand Resilience adapts to meet you where you are: whether you’re focusing on awareness as a newer brand or deepening customer loyalty with an established brand.
What you become with Brand Resilience
You find purpose beyond measuring static brand metrics.
With Brand Resilience, we help you use your total integrated brand performance as a springboard to launch strategy, inspire action, and stay ahead of challenges. As a result, you influence your brand’s growth instead of just tracking it.
You stay ahead of the game, instead of reacting to it.
We equip you to proactively identify opportunities, from whitespace and differentiation to early warnings of market risks. This helps you stay ahead of competitors and gain a comprehensive view of how your brand interacts with its environment.
You fuel long-term brand relevance and success.
Our approach arms you with the tools and insights you need to resonate on deeper levels with your audience and build mutually rewarding, long-term relationships. You give customers value, satisfaction, and connectedness, while you sustain loyalty, advocacy, and market visibility.
ready to talk about your brand measurement?
We’re here to answer your questions, talk through your challenges, and find you solutions… on your terms.