If Go-to Brands work differently and are created and managed differently, we also need to measure them differently.
We have created Brand Aperture™ as a suite of tools, specifically tailored to the task of building Go-to Brands, to measure and manage brand performance.
At the core of Brand Aperture™ is Diagnose, the Go-to Brand diagnostic, which both measures brand performance on the key metrics used throughout this Sense Perspective and provides guidance for brand-building. We have used that diagnostic to create an initial knowledge base covering approximately 500 brands that are collectively rated by 30,000 customers across four countries. Through our work with clients, we are constantly adding to this base through incremental research, using the same frameworks and metrics, in both consumer and business markets. The additional data has provided exponentially more methodologies for measuring brand performance, from calculations of balance-sheet intangible values to lists of metrics that measure abstract concepts like esteem.
Brand Aperture™ Diagnose is a first of its kind diagnostic approach that provides creative leaders with the critical insight to build more meaningful relationships with their customers.
The number of brands included in the launch of Brand Aperture™ Diagnose
The number of customers that collectively rated these brands
The number of countries whose markets are represented, and growing
Not another index
In Brand Aperture, we didn’t develop another index. Instead, we developed a diagnostic approach to provide creative leaders with the critical insight to build more meaningful relationships with their customers. The Go-to Brand diagnostic uses three distinct approaches that give a prescriptive view of brand performance and deliver a set of quantitative evaluations and insights that are actionable, directive and future-focused in order to inform what to express and how to innovate; ultimately, practical ways to drive immediate and far-reaching business impact.
- Brand profile
We measure brand performance today and what it takes to improve, using the primary metrics of connection and progress that are at the core of what makes a Go-to Brand. This approach breaks down each metric into the components described previously: connection is broken into scores for Be true to me and Show you care; progress into scores for Work like magic and Advance my world. Then, it breaks down each of those one level further in order to get a precise picture of where performance comes from and what is holding back the brand. Going a step further, it reveals the cost/value ratio, indicating performance in the context of customer price perceptions.
- Emotional focus
We reveal how people feel when interacting with a brand. We record the emotions most often associated with the brand and also the intensity with which the emotions are felt. For the intensity, we record how fast a respondent connects a brand with an emotion, revealing the strength of any visceral reaction as well as the considered judgment. We also collect verbatim comments from both brand enthusiasts and brand rejectors; together with the quantitative emotional data, we can then build an insightful picture of how people feel.
- Future readiness
These metrics focus on the brand’s momentum, asking if a brand’s best days are ahead or behind it. We can also assess a brand’s fitness to serve the customer of the future, based on the future trends that we can anticipate.
The rigor in this approach rests on several foundations
- A robust research design and field exercise on a large scale, which is the latest in a series of brand-performance exercises dating back nearly 10 years;
- Analytical frameworks that were hypothesis-led, based on decades of brand-building experience and academic research, and then validated by evaluating the relative business performance of the Go-to Brands as defined by the fieldwork results;
- Individual metrics selected for their statistical correlation with the core outcome metrics of connection and progress; and,
- A balance of outcome metrics and driver metrics to inform both performance tracking and direction-setting.
The Go-to Brand diagnostic is available as a single interactive tool, allowing you to compare your brand against any others within the knowledge base and on any or all of the dimensions above. The diagnostic works seamlessly across categories (in keeping with many Go-to Brands themselves), so you can compare bank brands, tech brands, retail brands, etc.
In addition to Diagnose, Brand Aperture™ provides a comprehensive suite of measurement tools to build and sustain Go-to Brands:
Evaluate the economic value of your brand becoming and remaining Go-to through share gains and market growth while learning the most valuable levers to pull
Identify customer segments with distinct profiles designed to inform business and brand strategy, and enable activation through marketing operations
Collect insights to determine whether you are a Go-to employer, and steps that can be taken to improve engagement that boosts productivity
Track brand performance over time and optimize resource allocation to move the needle in the places that matter most with measurable results