Family
Family is the core of everything. Brands that want to succeed must understand the “Core Four” values, and reflect them back in every aspect of their marketing.
04.30.21
It’s just that most marketers, and brands, don’t know what to do, how, or even why.
Until now.
How can we make branding and brand expression more measurable? How can we put a qualifiable and quantifiable process to identify what consumers think and feel about brands?
In the current consumer landscape of decreasing brand loyalty, we wanted to create a lasting process, and program, to help brands understand, through research and data, what consumers actually think about their brand, through the lens of:
Never before have all these different brand aspects been integrated into one codified program and process. Until now. We’ve developed a flexible process that allows for brands to identify how real-time, in-market consumers perceive their brands.
The purpose with this research program is to qualify and quantify how subsets of different consumers, and audiences, feel about various aspects of brand expression and branding in general. This initial research study captured qualitative and quantitative insights through survey deployment. We used several different audience panels and our curated social and email audience to gather enough statistical significance, and get a sample size that we felt comfortable with for this inaugural edition.
We deployed the research studies over a period of 2 months. For the scoring, we developed our own weighted system based on a scale of 1-5, for most questions. This scoring system gave us insight, confidence and clarity into how these selected brands are perceived and regarded by various audience segments we targeted in our outreach.
We fully anticipate to grow this program, add more data points, use different brands, open it up to different categories, and gather higher statistical relevance in the future. We felt we had to start somewhere and we love where this is taking us.
(first edition)
(first edition)
Consumers are very likely to switch brands due to convenience (in location) and price (cheaper).
Most brands received negative scores in how they’re expressing their brand to the consumer with precision.
Request a Full Copy of the Inaugural Brand Affinity Index Report
Family is the core of everything. Brands that want to succeed must understand the “Core Four” values, and reflect them back in every aspect of their marketing.
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