Are you measuring the right metrics?
Many companies are measuring and reporting on the wrong brand performance metrics or using tracking instruments based on flawed research.
Tracking the wrong metrics is a serious problem as it reinforces incorrect beliefs within your business, leading to bad marketing decisions.
We’ve worked with a range of companies to turn this around. Based on the eight empirical laws and seven rules for brand growth outlined in our international bestseller How Brands Grow, we’ve developed a framework to make sure you’re measuring and tracking the right metrics for your brand and category.
In a small group of up to 10 people, we work through a brand tracking questionnaire from start to finish. This can be either your current tracker questionnaire or the Category Buyer Memory (CBM) tracker template. This session can be conducted in person or online, with Professor Jenni Romaniuk.
We also cover data collection frequency, sampling issues and Key Performance Indicators (KPIs). All key areas you need to better track brand health. This is an opportunity to improve how you measure, collect and analyse data and align your team on this key area of measurement.
What to expect:
- Training in the latest knowledge of questionnaire design and metrics
- The updated/new brand health questionnaire
- Excel examples of calculations as needed
- A presentation deck of key points covered in the session
- A copy of the book Better Brand Health for all participants
- A tailored presentation deck that can be shared with the wider team to highlight and explain changes made.
The following templates for a Category Buyer Mindset (CBM) tracking questionnaire and a Mental Advantage Analysis, are designed drawing on best practices for metrics and measurement that are outlined in Professor Jenni Romaniuk’s book Better Brand Health: Measures and Metrics for a How Brands Grow World.
Example Mental Advantage Analysis
A-Z of (Better) Brand Health Tracking
Following the launch of Jenni’s third book, Better Brand Health: Measures and Metrics for a How Brands Grow World, in 2023 for the month of February she posted the A-Z of Brand Health Tracking on LinkedIn each day, covering the little facts and useful tips around each letter.
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