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Why an Objective Brand Assessment Can Jumpstart your Brand

Mon, 15 Sep 2025 13:05:37 GMT

Why an Objective Brand Assessment Can Jumpstart your Brand

Your brand might not be as clear to your customers as you think. While internal teams focus on strategy and execution, customers only see the end result. This disconnect can lead to blind spots, inconsistent messaging, and missed opportunities.

What’s the solution? An objective brand assessment. By bringing in an external perspective, you can identify gaps in how your brand is perceived, align your messaging with customer needs, and uncover areas for improvement.

Here’s why it matters:

Internal biases often mask issues like tone drift, outdated visuals, or unclear messaging.
Competitor analysis reveals overused industry clichés and helps you stand out.
Data-driven tools like customer surveys and message testing provide actionable insights.
Consistent messaging across all platforms can boost revenue by up to 23%.

An objective review doesn’t just clarify your brand’s position - it leads to measurable growth, better alignment within your team, and stronger customer connections. If your sales are slipping, your messaging feels outdated, or your brand is blending into the crowd, it’s time to reassess.

Outside Perspective and Blind Spots

When you're deeply involved in your brand's daily operations, it's easy to lose sight of how others perceive it. This "tunnel vision" can lead to blind spots where internal clarity doesn't match external impressions, potentially weakening your brand's impact.

Finding Blind Spots with Fresh Eyes

Blind spots often go unnoticed by internal teams but are glaringly obvious to your audience. This disconnect can damage credibility and reduce your brand's effectiveness [ 1 ].

Take "tone drift" or "visual drift", for example. Over time, subtle changes in messaging or design can creep in without anyone on the inside noticing. Yet, customers quickly pick up on these inconsistencies. Maybe your brand voice shifts slightly with each new campaign or hire, causing it to stray from its original identity and leaving customers confused.

External reviewers frequently identify issues like inconsistent social media tones, a mismatch between brand values and customer support actions, or outdated visuals and messaging [ 1 ]. Even before customers directly interact with your brand, their perception starts forming based on factors like your website layout, bio text, pinned posts, or response times [ 1 ].

Another challenge is the "internal silence" that can form within teams. When dissenting opinions aren't encouraged, it's harder to question assumptions or spot new opportunities [ 3 ]. This is where outside reviewers or external experts can make a big difference. They bring an unbiased perspective, unclouded by daily involvement, to challenge assumptions and identify blind spots [ 1 ][ 3 ].

A simple yet powerful tool to test your brand's clarity is the "Stranger Test." Show your website or social media to someone unfamiliar with your brand for just a few seconds, then ask them what they think you do. If their answer misses the mark, it could signal that your messaging isn't clear [ 2 ].

But blind spots aren't just about processes. Leadership bias can also distort how a brand evolves, making it crucial to balance strategic vision with customer data.

Balancing Leadership Opinions with Customer Data

Leadership often comes with strong emotional ties to certain messages, visuals, or strategies. While this passion can spark creativity, it can also make it harder to adapt to what customers truly need.

Just as fresh eyes can uncover misalignments in branding, they can also help recalibrate leadership's deeply held beliefs. External feedback provides the distance needed to spot these hidden biases and align strategies with customer expectations [ 1 ].

The key is finding a balance between leadership's insights and customer data. Leadership offers valuable context and strategic vision, but pairing these with external feedback creates a more grounded approach. External agencies, for instance, can provide tools like sentiment analysis, social listening, and competitor tracking - areas that internal teams might overlook [ 1 ]. These insights reveal what resonates with your audience, what doesn't, and where untapped opportunities might lie.

The most effective brand evaluations blend leadership's vision with customer realities. Being too close to your brand can make it hard to see missteps or confusion, which is why an outside perspective is essential for gaining clarity and improving alignment [ 2 ].

Competitor Analysis and Differentiation

Understanding your competitive landscape isn't just about knowing who your competitors are. It's about recognizing where predictable, overused messaging dominates and carving out a distinct voice for your brand. Without differentiation, brands risk blending into the noise, becoming just another face in the crowd.

Spotting Industry Clichés and Generic Messaging

Every industry has its share of buzzwords that get thrown around so often they lose their impact. Phrases like "best in class," "world-class," "AI-powered," or "industry-leading" are prime examples. These terms have been used so frequently that they no longer set brands apart, making it easy for competitors to overshadow them [ 5 ].

When messaging relies on these overplayed terms, it becomes generic and uninspiring. This can alienate customers, weaken trust, and hurt your brand's credibility, ultimately impacting conversion rates [ 4 ].

Conducting a thorough competitor analysis helps identify these overused phrases and patterns. Once you see what’s being repeated across the industry, you can focus on refreshing your messaging. By stepping away from clichés, you open the door to uncovering overlooked opportunities that can set your brand apart.

Finding Market Gaps and Opportunities

Competitor analysis is more than just spotting tired messaging - it’s about identifying what’s missing. The real gold lies in uncovering gaps in the market: the unmet needs and untapped opportunities that your competitors haven’t addressed. These gaps are where your brand can step in and claim authority.

By analyzing competitor messaging, you gain the insights needed to create messaging that stands out. This process not only highlights competitors' strengths and weaknesses but also reveals underserved customer segments [ 6 ]. These insights can guide you toward niche opportunities and unmet needs, fueling innovation and growth [ 6 ][ 7 ].

The advantage becomes even more pronounced when you refine your value proposition and craft a Unique Selling Proposition (USP). A strong USP showcases what makes your products or services distinct and better, giving customers a clear reason to choose you [ 6 ][ 8 ]. Additionally, competitive intelligence can sharpen your top-of-funnel content, making it more engaging and effective at grabbing attention [ 9 ].

Data-Driven Assessment and Measurable Results

When it comes to evaluating a brand, data outshines opinions every time. Yet, many brands still rely on gut instincts or internal biases instead of hard evidence. A structured, data-driven approach transforms brand assessment into a strategic advantage, connecting internal strategies with the realities of the market.

The Importance of Fact-Based Assessments

The most effective brand evaluations draw from multiple data sources to provide a clear and complete picture of a brand's standing. For example:

Customer surveys reveal how your audience genuinely perceives your brand. These insights often highlight gaps between how you think your brand is viewed and how it’s actually received. This helps you see if your messaging hits the mark - or misses entirely.
Message testing allows you to gauge audience reactions before launching a full campaign. Instead of guessing whether a new tagline will resonate, you’ll have concrete data showing how it performs across various customer segments.
Competitive audits bring an external perspective that internal teams might overlook. By analyzing competitors’ positioning, messaging, and market presence, you can uncover opportunities and threats that might not be obvious from the inside. This kind of intelligence helps you understand not just what competitors are doing, but how well they’re doing it.

Together, these tools create a comprehensive framework that shifts branding from guesswork to a science.

Measurable Benefits of Objective Assessments

Using data-driven insights doesn’t just clarify your brand’s position - it delivers measurable results. When your messaging aligns with what customers truly care about, they respond more positively.

For instance, unaided awareness studies often show improved brand recall and stronger top-of-mind positioning. Brands that undergo objective assessments frequently see faster and more accurate recognition when customers are making purchase decisions.

Higher conversion rates are another clear benefit. When your brand communicates its value effectively and stands out from competitors, more prospects turn into paying customers. This improvement can be seen across various touchpoints, from website performance to sales team success.

Stronger positioning also supports premium pricing, increases customer lifetime value, and lowers acquisition costs. Plus, it tends to attract more qualified prospects who are ready to make a purchase.

These measurable results create a feedback loop, allowing brands to make regular, data-informed adjustments. Over time, this approach empowers brand leaders to refine their strategies and drive consistent growth.

How Brand Assessments Drive Growth

Objective brand assessments can transform business performance by turning external insights into measurable growth. They bridge the gap between understanding your brand and implementing strategies that drive results.

Before and After: The Impact of Brand Assessments

The difference between a scattered brand and a unified one is hard to ignore. Many brands operate with fragmented messaging - one channel might highlight innovation, another focuses on reliability, while a third emphasizes community. This lack of cohesion confuses customers and dilutes the brand's overall impact.

But after a thorough brand assessment, everything changes. Messaging becomes consistent across all platforms. Whether it’s a website, a sales pitch, or a social media post, every interaction reinforces the same core values. This consistency pays off: brands with aligned messaging see a 23% increase in revenue compared to those with fragmented communication [ 10 ].

The transformation doesn’t stop there. Internally, teams that once operated in silos begin working together with a shared understanding of the brand’s identity. Marketing campaigns become sharper, sales pitches more compelling, and customer service interactions more aligned with the brand promise. It’s not just about looking unified - it’s about performing better.

Stopping Scattered Marketing Efforts

Unified messaging also helps streamline marketing efforts and optimize resources. Without clear guidelines, marketing teams often chase trends or experiment with inconsistent messages, leading to campaigns that fail to build momentum.

Brand assessments solve this by introducing clear frameworks for tone, visuals, and content templates [ 11 ]. These guidelines don’t stifle creativity; instead, they provide structure. Local teams can adapt to their markets while staying true to the brand’s core identity.

Centralized content distribution ensures every communication reflects the same values [ 11 ]. Marketing teams save time by reusing consistent assets, and sales teams benefit from materials that align with the brand’s messaging. This unified approach doesn’t just create a seamless customer experience - it also improves efficiency. When every marketing dollar supports the same goal, resources are used more effectively, and the cumulative impact grows.

The benefits extend to team morale and productivity. Instead of debating what the brand should say or how it should look, teams can focus on execution. The assessment acts as a roadmap, allowing everyone to work toward a common goal and move the brand forward with confidence.

Practical Guide for Brand Leaders

Knowing when and how to conduct a thorough brand assessment can make all the difference in staying competitive in today’s fast-paced market. Here’s a practical guide to identifying the right moments to act and taking the necessary steps to ensure your brand remains relevant. Spotting the signs early can help you address potential issues before they grow into larger challenges.

Signs It's Time for an Objective Brand Assessment

There are several telltale signs that your brand might need a closer look. Major changes within your business - such as launching new products, navigating market shifts, mergers, or securing funding - often mean your brand’s current positioning might no longer align with your goals [ 12 ][ 13 ].

A dip in performance is another clear signal. If you’re noticing declining sales, underwhelming campaign results, or poor KPIs, it could point to deeper issues with your brand messaging [ 12 ][ 13 ].

Customer confusion or outdated brand elements also serve as strong indicators. If customers struggle to understand what your brand stands for, or if your branding feels stuck in the past, it’s time to reassess [ 12 ]. Internal misalignment is another red flag. When leadership teams clash over brand goals or employees can’t articulate the brand’s value clearly, it often translates to a muddled external image [ 12 ][ 13 ].

Lastly, if your brand starts blending into the crowd or losing ground to competitors, it’s a sign your positioning isn’t working. An objective review can help uncover ways to stand out and reclaim market share [ 13 ].

When these warning signs appear, acting quickly is key to staying ahead.

How Often Should Brands Conduct an Assessment?

The timing of brand assessments varies depending on your industry and business needs, but there’s growing evidence that regular reviews are becoming more critical. For example, 90% of companies say their industries have grown more competitive in the past three years, with nearly half describing the shift as significant [ 17 ]. Add to that the fact that around 30,000 new products hit the market annually, and it’s clear why staying relevant requires constant attention [ 17 ].

For most brands, an annual assessment is a good starting point to keep tabs on competitive trends and shifting customer preferences [ 14 ]. However, industries that move quickly may need to assess key brand elements every quarter [ 14 ].

Beyond routine check-ins, certain events call for immediate action. Expanding into new markets, leadership changes, economic disruptions, or bold moves by competitors are all triggers for a brand review. If your company’s progress feels slower than expected or external forces are reshaping your industry, waiting for the next scheduled assessment could mean missing critical opportunities [ 15 ][ 16 ].

Choosing the Right Partner for the Job

Once you’ve decided to reassess your brand, the next step is finding the right external partner to guide the process. The ideal partner should bring strong research skills and strategic expertise - not just design capabilities. Look for someone who can perform in-depth customer surveys, competitive analyses, and message testing that explore both the emotional and logical drivers behind customer decisions.

A great partner will know how to turn these insights into actionable strategies that differentiate your brand and boost revenue. They should also clearly show how their recommendations connect to measurable business outcomes. While familiarity with your industry can be helpful, it’s more important that the partner excels in delivering solid research and strategic advice.

Collaboration is equally important. The best partners work closely with your internal teams to ensure their findings lead to meaningful changes across marketing, sales, and product development. When evaluating potential partners, ask for case studies that demonstrate how their work has led to tangible improvements, like a stronger market position, revenue growth, or successful expansion into new markets.

The Last Word: Using Objectivity to Move Your Brand Forward

Taking an objective look at your brand isn’t just a good idea - it’s a game-changer. Bringing in an external perspective can uncover blind spots that internal teams might overlook. It also helps break free from the rut of “this is how we’ve always done it,” opening the door to fresh opportunities.

By combining external insights with a competitive review, you can pinpoint where your messaging might be falling flat and where untapped opportunities lie. When industry messaging starts to blur together, customers often shift their focus to price instead of forming a real connection with your brand. A competitive analysis can help you find the gaps where your brand can truly stand out.

Relying on data-driven insights takes the guesswork out of decision-making. Instead of relying on gut instincts or internal politics, tools like customer surveys, message testing, and perception audits provide solid evidence of what works. This kind of clarity empowers your team to make confident, strategic moves.

But perhaps the biggest benefit of an objective assessment is the alignment it fosters within your organization. It helps eliminate disjointed marketing efforts that waste time and confuse your audience. Instead, it creates a clear, fact-supported narrative that everyone on your team can rally around. When leadership and marketing are aligned, the brand strategy becomes more focused and impactful.

Ultimately, adopting an objective view of your brand sets the stage for growth. The question is: will you take action on these insights before your competitors do?

Q4 Brand Readiness Checklist: Setting the Stage for a Strong 2026

Tue, 12 Aug 2025 19:18:42 GMT

Your Q4 Brand Readiness Checklist: Setting the Stage for a Strong 2026

For many companies, the fourth quarter is both a sprint and a launchpad. You’re closing out revenue goals, but you’re also laying the groundwork for the year ahead. The brands that finish strong and start fast aren’t lucky — they’re intentional. They know their customers, they have a clear positioning strategy, and they operationalize that strategy across every part of the business.

There are currently a lot of economic factors that need to be considered – from consumer uncertainty to tariffs. If you want your brand to stand out in 2026, here’s your Q4 readiness checklist, built on the principles we use at Brandigo: deep customer insight, data-conscious positioning, and smart use of tools — including AI — to make your marketing more effective and scalable.

1. Revisit Your Customer Research

Why it matters: Markets shift quickly. According to Salesforce’s State of the Connected Customer report, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen.

Action :

Review customer and prospect data from the last 12 months.
Conduct a quick pulse survey or a set of short customer interviews to understand evolving needs, priorities, and challenges.
Look for gaps between what you think your customers want and what they’re actually telling you.

2. Audit Your Brand Positioning

Why it matters: Even the most powerful creative loses steam if it’s not anchored in a clear, differentiated brand position. McKinsey research shows companies with strong, consistent brand positioning achieve up to 20% higher profitability than competitors.

Action:

Review your current positioning statement and messaging pillars.
Ask: Are we still saying something truly unique? Is it backed by proof points customers care about?
Test your positioning with a sample of your target audience before rolling into new campaigns.

3. Align the Organization Around the Brand

Why it matters: A brand strategy that only lives in the marketing department won’t move the needle. Operationalizing your brand means integrating it into sales conversations, customer service interactions, hiring practices, and product development.

Action :

Host a Q4 “brand alignment” session with leaders from every department.
Provide a simple one-page “brand playbook” that outlines tone of voice, value propositions, and core messaging.
Encourage each department to share how they’ll bring the brand to life in their own work.

4. Review and Refresh Content for Q4 Campaigns

Why it matters: The end of the year is noisy. To stand out, you need content that’s relevant, timely, and connected to your brand story. HubSpot reports that companies publishing 16+ blog posts per month generate about 3.5 times more traffic than those publishing 0–4.

Action:

Map your content to both year-end offers and early-year positioning.
Refresh high-performing evergreen content with updated data, visuals, or CTAs.
Plan for post-holiday engagement — not just pre-holiday promotions.

5. Embrace AI to Accelerate Marketing Workflows

Why it matters: AI isn’t replacing brand strategy — it’s amplifying it. According to PwC, 86% of CEOs say AI is a “mainstay” in their offices, with the biggest gains coming from productivity and personalization.

Action :

Identify 1–2 AI tools that can help you speed up specific workflows, like content drafting, image creation, or data analysis.
Set clear rules for how AI will support — not replace — your team’s strategic and creative decision-making.
Train your team to use AI ethically, ensuring your brand’s authenticity is never compromised.

6. Set Measurable Goals for the New Year

Why it matters: The best time to plan Q1 is before Q4 ends. Brands that start January with clarity waste less time “warming up” and more time gaining market share.

Action :

Define key brand metrics for Q1: awareness, consideration, engagement, and conversion.
Align these with broader business goals, ensuring they’re measurable and trackable from day one.
Set up dashboards or reporting tools so progress is transparent across the organization.

In Short…

Your Q4 is more than just the final quarter of the year — it’s your brand’s launchpad into the next. By combining deep customer insight, differentiated positioning, internal alignment, and the smart use of tools (including AI), you can finish strong, start stronger, and keep your brand ahead of the curve.

Treading Carefully: Why Today’s Brand Strategies Must Acknowledge Consumer Anxiety

Fri, 01 Aug 2025 15:41:38 GMT

The American consumer is cautiously optimistic — and brand marketers would be wise to listen.

According to the June 2025 Consumer Economic Pulse study from Angus Reid , Americans are starting to see glimmers of hope in the economic landscape. Positive sentiment about the U.S. economy has reached its second-highest level since early 2023, and fewer people now expect the situation to worsen in the next six months. That’s the good news.

But dig a little deeper, and a more complex story unfolds.

While economic outlook is trending upward, consumer behavior reveals lingering caution, financial stress, and a pullback on spending. Half of Americans have switched brands to save money this year. Three-quarters have cut back on dining, entertainment, and other non-essential spending. Nearly one in three is accumulating more personal debt. And 41% have scaled back or cancelled summer travel plans due to economic concerns.

This presents both a challenge and an opportunity for marketers. In this liminal moment—where hope is rising but hardship remains—brands must evolve how they speak, sell, and serve.

Value Is Non-Negotiable

In today’s marketplace, value doesn’t just mean low prices. It means helping consumers feel smart, secure, and seen.

The fact that more than half of consumers are switching brands to save money signals that brand loyalty is fragile. People aren’t abandoning brands out of disinterest—they’re doing it out of necessity. This creates an opening for smart challengers and private labels to win on value, transparency, and quality. But it also gives established brands a chance to double down on relevance.

Marketers should resist the temptation to race to the bottom on price. Instead, consider how to enhance perceived value—through bundling, loyalty rewards, subscription offers, or stronger emotional positioning. People are willing to invest in brands that align with their values, solve real problems, and offer tangible, repeatable benefits.

Empathy Is the New Differentiator

Brands that acknowledge the consumer’s reality—without exploiting it—will earn trust.

With 77% of Americans cutting discretionary spending and 49% saying their debt is growing or stagnant, there’s a prevailing sense of financial fatigue. Tone-deaf or overly aspirational messaging risks alienating your audience. Instead, brand communications should reflect humility, optimism, and empathy.

Think: practical luxury, not excess. Thoughtful convenience, not indulgence. Hopeful messaging grounded in the now—not the fantasy of pre-2020 normalcy.

Brands that humanize the experience—by showing they understand and are here to help—can become beacons in uncertain times.

Strategic Adjustments to Brand Positioning

In light of this shifting sentiment, here are four strategic pivots marketers should consider:

Reassess Category Role: Is your product a necessity, an affordable indulgence, or a delayed purchase? Adjust the way you frame your offering accordingly.
Shift Messaging from Aspiration to Empowerment : Replace glossy perfection with realistic outcomes. Focus on how your brand helps people solve a problem, save time, or make smarter decisions.
Lean into Purpose—but Make It Practical: Consumers still care about sustainability, inclusivity, and social impact—but they’re also watching their wallets. Connect your brand purpose to tangible, everyday outcomes.
Elevate Financial Fluency: In categories like financial services, consumer goods, and health & wellness, brands that help consumers make confident financial choices will gain favor. Educational content, budget calculators, or simplified comparison tools can differentiate your offering.

A Note on Travel and Experience Spending

Interestingly, while travel budgets are being adjusted, 41% of Americans still plan to take a vacation this summer. Domestic destinations are thriving, and international travel is slowly rebounding. For hospitality, entertainment, and CPG brands, this signals an opportunity to tap into the consumer’s desire for escapism—just with a tighter grip on spending.

Brands in these sectors should emphasize ease, affordability, and memory-making. Offer flexible packages, small indulgences, or community-focused experiences. Even small upgrades—like “staycation bundles” or “budget-friendly luxury”—can go a long way.

As We Always Say: Top Into The Functional & The Emotional

In uncertain times, consumers are not seeking perfection. They are seeking dependability.

Brands that offer security—emotional, functional, or financial—will win. Now is the time to audit every consumer touchpoint and ask: Are we building trust? Are we helping our customers feel in control? Are we making life easier or harder?

Because if we’ve learned anything from the latest Consumer Economic Pulse, it’s this: people are ready to believe again. But they need brands to meet them halfway—with clarity, compassion, and value they can count on.

This Year's Pride Month Reveals Holes in Brand Authenticity

Fri, 13 Jun 2025 15:21:47 GMT

This Year's Pride Month Reveals Holes in Brand Authenticity

Corporate support for Pride Month is shrinking, and it’s exposing deeper issues.

39% of companies reduced Pride engagements in 2025, compared to 9% in 2024.
Pride organizations face massive funding gaps: NYC Pride lost $750,000, San Francisco Pride is down $200,000, and Twin Cities Pride lost $50,000 after losing major sponsors like Target, Comcast, and Anheuser-Busch.
61% of companies blame political pressure, with federal contractors scaling back diversity, equity, and inclusion efforts to avoid government backlash.
Younger consumers, especially Gen Z, demand year-round commitment and are quick to call out performative gestures.

Brands are now navigating a tough balance between avoiding backlash and maintaining trust. The key takeaway? Companies that show genuine, consistent support will retain credibility, while those retreating risk losing both customers and employees.

The Problem: Fewer Brands Participating in Pride Month

The financial repercussions of reduced corporate participation in Pride Month are becoming increasingly apparent. Across the country, Pride organizations are grappling with funding shortfalls as brands scale back their support under mounting political and social pressures.

Numbers Behind the Decline

A recent Gravity Research survey revealed a sharp decline in corporate engagement with Pride events. From 2023 to 2024, Pride participation dropped by 60%, and nearly 40% of companies plan to reduce their involvement even further by 2025 - a dramatic increase from just 9% the year prior [ 2 ][ 7 ].

This retreat is hitting Pride organizations hard. Cities are reporting severe budget deficits: Salt Lake City Pride is short $400,000, which accounts for half its funding; Washington, D.C. Pride is down $260,000; Kansas City Pride is experiencing a $200,000 shortfall; St. Louis Pride is missing $150,000; and Houston Pride is $100,000 in the red [ 2 ].

Once-committed corporate sponsors are pulling back. Companies like Amtrak, Boeing, Citi, Goldman Sachs, Lowe's, Mastercard, Meta, Target, Visa, and Walmart have all reduced or eliminated their Pride sponsorships and donations for 2025 [ 2 ]. Even in Toronto, Google and Home Depot canceled their Pride support just weeks before scheduled events [ 5 ].

The ripple effects extend beyond large festivals to individual creators who depend on Pride-related collaborations. For example, lesbian influencers Ashley and Malori Anthony saw their Instagram sponsorship earnings drop from $14,000 in 2023 to just $1,500 in 2025, with only a single deal from Big Fig [ 7 ]. Similarly, queer influencer Alysse Dalessandro went from three Pride partnerships in 2024 to just one in 2025, earning the same $1,500 [ 7 ]. Trans creator Christopher Rhodes experienced an even steeper decline, securing 20 partnerships in 2023, 10 in 2024, and only one so far in 2025, none of which were Pride-specific [ 7 ].

"Normally this time of year, our company and others are always working on Pride campaigns. Last year there was almost nothing. This year is the same. I think it's going to be a ghost town when it comes to Pride promotions at the start of June."

These numbers highlight how political and social dynamics are reshaping corporate behavior.

How Political and Social Pressures Affect Corporate Decisions

The current political climate has created a wave of corporate anxiety, particularly surrounding Diversity, Equity, and Inclusion (DEI) initiatives. Reports show that 61% of companies attribute their reduced Pride engagement to pressure from the administration, while 39% cite fears of conservative backlash [ 2 ]. This concern is especially acute for federal contractors who worry that openly supporting LGBTQ+ causes could jeopardize their government contracts.

"We were already seeing kind of a downward trend. Now, I think that has been accelerated because of the current administration's crackdown on DEI, its broader movement against LGBTQ rights and its seeming willingness to go after companies that might be opposed to some of its policies."

The fear of backlash is pervasive: 65% of executives surveyed said they are bracing for criticism related to their Pride campaigns [ 3 ]. This cautious approach marks a stark contrast to the period of bold corporate activism seen between 2016 and 2022. Many companies are still haunted by the financial fallout Target endured after backlash over its LGBTQ-themed merchandise in 2023 and Bud Light’s sales slump following its collaboration with transgender influencer Dylan Mulvaney.

Some companies are scaling back their Pride involvement in subtle but significant ways. For instance, 37% of respondents plan to reduce sponsorships for external Pride events like festivals [ 7 ]. Retailers such as Target have shifted from prominently featuring Pride merchandise in all locations to offering smaller collections in select stores with less visible placement. In 2024, Kohl’s launched a Pride capsule collection and donated $100,000 to The Trevor Project, but in 2025, it opted to remain silent on Pride Month. Macy’s continues to support Pride events but has also scaled back on publicizing its efforts.

The corporate mindset has shifted dramatically. What was once seen as a valuable marketing opportunity is now viewed as a potential risk. This is particularly striking given that nearly one in ten U.S. adults identifies as LGBTQ+, and almost a quarter of Generation Z identifies as part of the LGBTQ+ community [ 3 ]. With $1.4 trillion in annual purchasing power, the LGBTQ+ community represents a significant economic force. Yet, many companies are willing to risk alienating this customer base in an effort to avoid political controversy.

What This Reveals: Measuring Brand Commitment to Diversity, Equity, and Inclusion

The recent scaling back of corporate Pride Month initiatives has highlighted a critical truth: how companies react under pressure reveals their true priorities. This shift exposes which brands see diversity, equity, and inclusion (DEI) as an essential part of their identity - and which treat it as a fleeting marketing opportunity.

Real Support vs. Marketing Tactics

True support for diversity, equity, and inclusion isn’t about seasonal campaigns or trendy gestures. It’s about ongoing, meaningful action.

"It separates brands that invest with intention from those that merely chase optics." - Tristan Pineiro, Grindr's Senior Vice President of Brand Marketing and Communications

Brands that are truly committed to equity initiatives go beyond surface-level efforts. They maintain year-round partnerships with LGBTQ+ creators, vendors, and agencies, regardless of the time of year or political climate. Internally, they adopt policies that protect and support diverse employees, ensuring their workplace reflects the values they promote externally.

On the other hand, some companies reduce public displays of diversity, equity, and inclusion while quietly continuing internal efforts. This approach suggests a calculated, strategic view of DEI, treating it as an asset rather than a core principle. Even more discreet are "silent partnerships", where companies provide financial support to DEI initiatives without public acknowledgment [ 4 ][ 8 ]. While these efforts may have merit, they highlight a divide between principled action and risk-averse strategy.

These differences in approach set the stage for real-world examples that reveal how consistent diversity, equity, and inclusion efforts can build credibility and trust.

Case Studies: Brands That Stayed Consistent vs. Those That Pulled Back

The contrast between brands that uphold their diversity, equity, and inclusion commitments and those that retreat under pressure is stark. Take Costco, for example. In January 2025, the company’s shareholders overwhelmingly rejected a proposal claiming diversity, equity, and inclusion programs were illegal, with 98% voting to support the initiatives [ 9 ]. This decisive outcome shows how a genuine commitment to diversity, equity, and inclusion can foster strong stakeholder backing.

On the flip side, 57% of federal contractors have indicated plans to scale back external efforts due to political risks [ 3 ]. This retreat suggests that, for some organizations, diversity, equity, and inclusion support is more about optics than a deeply held value.

"Authentic support for the LGBTQ+ community begins with action, not optics. In today's climate, especially for trans individuals, allyship is not a seasonal gesture but a year-round responsibility." - Stacy Lentz, CEO of The Stonewall Inn Gives Back Initiative

The takeaway here is clear: brands that remain steadfast in their diversity, equity, and inclusion commitments, even when it’s challenging, are more likely to earn lasting trust. Those that pull back under pressure risk exposing their efforts as superficial, prioritizing appearance over meaningful action.

Consumer Response: Growing Skepticism and Backlash

As companies pull back their public support for LGBTQ+ initiatives, they've sparked a wave of criticism, particularly from LGBTQ+ consumers and allies. This shift has not gone unnoticed; people are paying closer attention to how brands behave, especially when it comes to honoring their commitments. For younger generations, this heightened awareness has translated into a demand for long-term, authentic support rather than fleeting gestures.

Recent data highlights this growing scrutiny. Many consumers now see these retreats as performative allyship - actions that lack genuine support. Social media amplifies this disappointment, spreading it far and wide. For example, NYC Pride faced a $750,000 funding gap after major sponsors like Garnier, Mastercard, and Target withdrew their public support. Other sponsors, including PepsiCo, Nissan, and Citi, opted not to return at all this year [ 3 ][ 4 ]. Target, in particular, faced backlash after scaling back its DEI programs in 2025, which led to the end of its partnership with Twin Cities Pride [ 1 ][ 3 ].

How Gen Z and Millennials Demand Year-Round Commitment

Younger generations, especially Gen Z and millennials, are transforming how corporate authenticity is judged. With 21% of Gen Z and over 10% of millennials identifying as LGBTQ+ [ 11 ], these groups represent a substantial and influential segment of the consumer base. They expect more than surface-level support - they want to see brands take meaningful, year-round action.

These consumers are skilled at spotting shallow "rainbow marketing", which refers to token gestures like slapping a rainbow on a product without backing it up with real community support [ 12 ]. They demand more: consistent representation, leadership diversity, and genuine partnerships with LGBTQ+ organizations.

"Too often, we see brands say they support a marginalized group [without] doing the work within its four walls to build diverse and inclusive teams. Authentic support starts with making sure the LGBTQ+ community is represented on the teams of marketers who are building your brand. They should be there all year round, not just during Pride." - Jeff Levick, Chief Executive of Marketing Consultancy We Are Rosie [ 11 ]

This generation’s expectations go beyond marketing campaigns. They want to see LGBTQ+ individuals in leadership roles and evidence of sustained financial and policy support. With nearly one-third of Gen Z identifying within the LGBTQ+ spectrum [ 13 ], brands that fail to meet these standards face swift backlash, often amplified through social media.

"Leaning into moments like Pride needs to be really thoughtful and really aligned with an understanding of what that brand's values are and what they stand for. Because if they are not representing an authentic, true commitment, in the way in which they choose to support the LGBTQ+ community all year, as well as within Pride Month, you are going to be hit with pressure from the community saying, 'I don't care you put a rainbow on, don't try to act like you're supportive when you're not.'" - Phil Schraeder, CEO of GumGum [ 13 ]

Financial Cost of Insincere Rainbow Marketing

The stakes are high. The LGBTQ+ community wields $3.9 trillion in global purchasing power [ 11 ][ 12 ], making their loyalty a critical factor for businesses. Research reveals that 77% of LGBTQ+ consumers actively avoid brands with insensitive advertising [ 12 ]. When brands fail to meet expectations, boycotts often follow, directly impacting revenue.

Bud Light’s 2023 partnership with transgender influencer Dylan Mulvaney is a cautionary tale. The collaboration led to anti-trans backlash and widespread boycotts, causing a significant drop in sales [ 1 ][ 8 ]. This incident highlights how superficial gestures can result in lasting financial and reputational damage.

The costs of inauthenticity don’t end with immediate sales losses. Brands engaging in shallow support risk long-term harm to their reputations, which can take years to repair. As marketing professor Tyler Milfeld from Villanova University put it:

"When brands retreat, they lose on all fronts. They alienate both supporters and critics." - Tyler Milfeld, Marketing Professor at Villanova University [ 6 ]

Recognizing these risks, 65% of businesses are now preparing strategies to navigate potential backlash tied to Pride Month campaigns [ 1 ]. But consumers aren’t looking for crisis management - they want brands to demonstrate genuine, year-round dedication to the values they claim to uphold.

For companies, the message is clear: investing in sustained diversity, equity, and inclusion efforts throughout the year is not only the right thing to do but also a smarter financial decision. The growing demand for authenticity is reshaping the way brands approach their role in supporting the LGBTQ+ community, making it essential to align their practices with their promises.

Solutions: How to Build Genuine Diversity, Equity, and Inclusion Brand Practices

With consumer skepticism on the rise, brands need to rethink how they approach Diversity, Equity, and Inclusion (DEI). It’s about moving beyond surface-level gestures and creating meaningful, year-round programs supported by measurable actions and consistent internal practices.

Year-Round Programs That Extend Beyond Pride Month

Diversity, equity, and inclusion isn’t something to spotlight during specific months like Pride Month - it requires ongoing commitment. Companies with diverse executive teams are 36% more likely to outperform their peers in profitability, making diversity, equity, and inclusion an investment that’s both ethically responsible and financially smart [ 17 ].

To make diversity, equity, and inclusion a year-round priority, businesses need to weave diversity into every part of their operations. This starts with updating HR policies to include gender-neutral language, offering paid family leave, and creating flexible job descriptions that appeal to a broader range of candidates [ 14 ]. Building partnerships with colleges and universities that serve underrepresented communities can also help establish a steady pipeline of diverse talent [ 14 ].

Employee Resource Groups (ERGs) are another key element. These groups not only build a sense of community but also provide essential feedback on company policies. Empowering ERGs to lead initiatives, organize events, and influence decisions ensures their voices are heard throughout the year [ 14 ].

Training and education must also be ongoing. This means offering regular sessions on unconscious bias, cultural awareness, and inclusive leadership. Companies should integrate diversity, equity, and inclusion-focused questions into their interview processes and provide managers with specific training on fostering inclusivity [ 14 ].

Community involvement is equally important. Brands can collaborate with local leaders, host workshops on inclusion, and participate in events that emphasize diversity, equity, and inclusion throughout the year. This kind of consistent engagement demonstrates a genuine commitment, rather than opportunistic marketing [ 14 ].

But how do you ensure these efforts are making a difference? The answer lies in data.

Using Data to Track and Improve Brand Commitment

Data transforms diversity, equity, and inclusion from well-meaning initiatives into actionable progress. Companies that effectively track DEI metrics can pinpoint gaps, evaluate the impact of their programs, and drive meaningful change [ 20 ][ 23 ]. Without this data, it’s impossible to fully understand the effectiveness of these efforts [ 19 ].

"When done right, DEI metrics are a powerful way to track progress, measure impact, and prioritize initiatives. Instead of only focusing on the numbers, look at the story that the data tells in relation to where you are spending DEI efforts." - Marna van der Merwe, Subject Matter Expert at AIHR [ 18 ]

The process starts with setting clear goals and identifying metrics that align with the company’s values. These should include both quantitative data - like hiring trends, promotion rates, and attrition statistics - and qualitative insights, such as employee satisfaction surveys and assessments of belonging [ 21 ][ 23 ]. Together, these provide a complete picture of diversity, equity, and inclusion progress.

Regular audits of employee data are essential to understanding the current landscape. These audits should analyze demographic information, pay equity, and promotion patterns to uncover hidden biases [ 23 ]. Broader metrics, such as engagement scores and exit interview feedback, can also reveal how diversity, equity, and inclusion initiatives impact workplace culture.

Predictive analytics can even help tackle potential diversity, equity, and inclusion challenges before they escalate. For instance, the British Transport Police used diversity recruiting software to eliminate bias and doubled the number of successful female and minority applicants [ 22 ].

Transparency in reporting is another critical component. Companies like Microsoft, Deloitte, and Google share annual diversity, equity, and inclusion reports detailing workforce composition, progress, and investments in diversity initiatives. This openness builds trust with both employees and external stakeholders [ 25 ].

Of course, these efforts need to be more than data-driven - they must align with the company’s culture and public messaging.

Aligning Company Culture with Public Messaging

A gap between internal diversity, equity, and inclusion practices and external messaging can undermine trust. With 75% of American adults believing companies haven’t followed through on DEI promises made during the pandemic, alignment is more crucial than ever [ 15 ].

Leadership plays a vital role here. Executives must consistently model inclusive behaviors, from using inclusive language to ensuring diverse representation at all levels of the organization [ 24 ].

"If a business says something is important, align yourself to that goal and make your work relevant to it. Doing so helps people understand your work as critical to what the business is focusing on. Since businesses are always looking at the numbers, aligning yourself to what the business wants means thinking about the data." - Karen Wilkins-Mickey, VP, Diversity, Equity, and Inclusion, Seattle Seahawks [ 15 ]

Policy alignment is just as important. Regularly reviewing company procedures ensures they reflect diversity, equity, and inclusion principles in action, not just in theory [ 24 ]. Internal communication should foster inclusion by amplifying diverse voices, sharing stories, and making diversity, equity, and inclusion messaging accessible across all departments. Training on unconscious bias and inclusive behaviors helps embed these values into daily routines.

Authentic storytelling is the final piece of the puzzle. Public messaging should reflect the company’s actual culture and ongoing efforts, rather than creating a separate narrative.

"The story must be told that we're doing this work. Otherwise, we're just doing it in a vacuum." - Charles Sumpter, Senior Director of DEI, World Wildlife Fund [ 15 ]

True authenticity also means avoiding tokenism. Representation must go beyond marketing materials to include leadership roles and decision-making positions. Building diverse talent pipelines and creating advancement opportunities for underrepresented groups requires a long-term commitment [ 16 ].

Establishing genuine diversity, equity, and inclusion practices isn’t just about good intentions - it’s about systemic change, consistent measurement, and aligning values with actions. Brands that embrace this approach can build trust, drive innovation, and create a more inclusive future.

Conclusion: Building Long-Term Brand Trust Through Consistent DEI Commitment

This year's retreat from Pride campaigns highlights an important truth: Diversity, Equity, and Inclusion (DEI) isn't a seasonal trend. When brands treat it as such, they expose themselves as opportunistic rather than genuinely inclusive.

The numbers tell the story. Companies with diverse executive teams are 27% more likely to achieve strong financial performance, while those lagging in diversity are 66% less likely to succeed [ 28 ]. These aren't just feel-good initiatives - they're directly tied to business outcomes.

"DEI isn't a PR play - it's a performance driver. When it's sidelined into workshops and pledges, it feels tokenistic. When it shapes who gets hired, promoted, and heard, it builds cultures where talent thrives. Inclusion isn't charity - it's strategy", says an expert [ 10 ].

The workforce is paying attention. A staggering 78% of employees want to work for companies that prioritize diversity and inclusion, with 58% rating it as 'very important' [ 29 ]. For job seekers, 67% consider workplace diversity a key factor when choosing where to work [ 26 ]. Brands that fail to integrate DEI into their core values will struggle to attract and retain top talent.

Adobe's approach in 2020 offers a powerful example of meaningful diversity, equity, and inclusion action. Following conversations with Black employees after George Floyd's murder, CEO Shantanu Narayen and Chief People Officer Gloria Chen wove DEI into every aspect of the company - hiring, growth, advocacy, and community initiatives. The results? A Glassdoor score of 4.5 out of 5 and a Just Capital score of 114, far exceeding the industry average of 47 [ 27 ].

"Diversity helps us to question our assumptions and open our minds. When you are continuously open to new ideas, you are more adept at change. It becomes like a well-developed muscle", explains Gloria Chen [ 27 ].

For diversity, equity, and inclusion to make an impact, it must be embedded into every layer of a company - from hiring practices and leadership decisions to product design and daily operations. This alignment not only ensures authenticity between internal culture and external messaging but also sparks innovation. Research shows that diverse teams are five times more likely to innovate and experience a 20% boost in creativity [ 27 ][ 26 ].

The takeaway is clear: Brands that treat diversity, equity, and inclusion as a fundamental business strategy will not only build trust and attract top talent but also drive better performance. On the flip side, companies that reduce diversity, equity, and inclusion to a fleeting marketing tactic risk fading into irrelevance in a marketplace that values authenticity and long-term commitment.

Investing in diversity, equity, and inclusion isn't just about social impact - it's about creating a sustainable competitive edge in an increasingly diverse world.

The Market Basket Brand Is In Turmoil – Again!

Mon, 02 Jun 2025 17:41:37 GMT

In a return to a story that Brandigo first covered in 2014, Market Basket, a New England grocery chain with a history of family disputes, is facing another leadership crisis in 2025. Well-loved CEO Arthur T. Demoulas has been suspended by the board, leading to divided customer opinions and employee unrest. Here's a quick breakdown of the current turmoil:

What happened? Arthur T. was accused of resisting oversight and planning a work stoppage. The board claims he acted without accountability, while Arthur T.'s team calls it a hostile takeover.
Impact on customers: A survey shows 55% of shoppers plan to boycott the store during the crisis , echoing the 2014 protests that nearly collapsed the company.
Employee morale: Internal reviews reveal slipping satisfaction, with only 51% of employees optimistic about the company's future.
Bigger issues: Governance problems, succession disputes, and poor crisis communication are fueling instability.

Market Basket must act fast to rebuild trust, stabilize operations, and address long-standing governance challenges to avoid repeating its history of turmoil.

Data Behind the Brand Problems

Customer Opinion and Shopping Pattern Changes

The numbers paint a clear picture of Market Basket's current struggles. A Boston.com survey with around 400 participants revealed that 55% of respondents have no plans to shop at Market Basket as long as Arthur T. Demoulas remains on leave [ 2 ]. Social media reactions are just as divided, with customers passionately aligning themselves on either side of the debate.

This turmoil comes at a particularly challenging time. With many shoppers keeping a closer eye on their budgets, any disruption at a low-cost retailer like Market Basket could have serious consequences. Customers are especially wary of changes that might affect the store's reputation for low prices, making it harder to maintain loyalty during such a volatile period [ 2 ].

The echoes of Market Basket's 2014 crisis are hard to ignore, with some customers already calling for boycotts, showing just how deep the divide runs. This external tension mirrors internal struggles, as employee feedback also highlights a growing sense of instability.

Employee Satisfaction and Turnover Data

While customer sentiment reflects growing distrust, internal data reveals management issues that can't be overlooked. Glassdoor ratings for Market Basket stand at 3.6 out of 5 from 1,373 reviews, though this score has dropped by 1% over the past year [ 3 ]. These numbers suggest that employee satisfaction is slipping, adding another layer to the company's challenges.

Employee loyalty shows mixed results. 59% of employees say they would recommend Market Basket to a friend, but only 51% have a positive outlook on the company's future [ 3 ]. This uncertainty underscores the impact of the ongoing leadership crisis on morale.

Pay and benefits are recurring pain points. Employees rate compensation and benefits at 3.1 out of 5, with many citing low wages and poor management as common complaints. On the flip side, positive feedback often highlights flexible hours and the camaraderie among coworkers [ 3 ].

Interestingly, conflicting data paints a more positive picture. Another Glassdoor report gives Market Basket a higher rating of 3.8 out of 5, with 79% of employees recommending the company to a friend and 93% approving of the CEO [ 6 ]. These discrepancies suggest that employee sentiment is highly reactive and may shift based on recent developments, such as the current leadership uncertainty.

Leadership plays a critical role in employee satisfaction. According to broader workplace trends, 75% of employees who voluntarily leave their jobs do so because of issues with their boss, while 79% cite a lack of appreciation as a key reason for quitting [ 4 ]. For Market Basket, the leadership crisis could pose a serious threat to retaining its workforce.

The company's philosophy emphasizes teamwork, encapsulated in their belief that:

"We are all equal and by working together and only together do we succeed" [ 5 ]

However, this principle is being tested as employees face the uncertainty surrounding the suspension of their CEO. How well the company navigates this period will likely determine whether it can maintain its team-oriented culture.

What Caused the Crisis

Management and Leadership Problems

The turmoil at Market Basket largely stems from deep-rooted issues in corporate governance. At the center of the storm is Arthur T. Demoulas, whose leadership style has long been criticized for lacking oversight and accountability - a concern the board has raised repeatedly over the years.

Board Chairman Jay Hachigian didn’t mince words when addressing the situation:

"Mr. Demoulas has acted for years as if he owns the entire company and can make every

decision, big and small, without discussion or accountability to anyone. He has essentially hijacked this

company for himself, and when the board put its foot down, he started to make plans to

boycott and harm the company. It's simple: he wants it his way or no way. And that's not the way

a CEO and minority owner like Arthur can be allowed to continue to conduct himself." [ 7 ]

The ownership structure of Market Basket paints a clear picture of imbalance. Arthur T. Demoulas holds only 28% of the company, while his three sisters collectively control a dominant 60% share [ 7 ]. Despite being a minority owner, Arthur T. often bypassed the board, making unilateral decisions that fueled internal tensions.

One of the key flashpoints was his resistance to succession planning. He pushed to appoint his children to leadership roles without consulting the board and failed to submit a company budget for over five years [ 7 ][ 8 ][ 10 ]. The situation reached a boiling point when the board accused him of orchestrating a potential work stoppage after it demanded greater access to key employees [ 10 ].

These governance failures not only strained internal relationships but also set the stage for a communication breakdown during the crisis.

Poor Crisis Communication

The leadership struggles were compounded by Market Basket's inability to manage the crisis effectively through communication. When the crisis unfolded, Arthur T. Demoulas’s spokesperson, Justine Griffin, escalated tensions by labeling the board’s actions as a “hostile takeover” and dismissing their reasoning as a "farcical cover" [ 9 ].

On the other side, the board framed its actions as necessary for ensuring proper corporate governance. However, Market Basket's lack of a strong digital presence and a proactive communication strategy left the company ill-equipped to control the narrative. This vacuum allowed negative perceptions to spread unchecked.

Board member Steven J. Collins attempted to redirect the focus with a statement emphasizing the company’s broader role:

"Market Basket stores are community anchors. The board must act

in the company's best interest to preserve our future." [ 11 ]

Despite these efforts, the company’s messaging failed to address the concerns of employees and customers, who were already disheartened by another public clash within the Demoulas family. The absence of a well-thought-out crisis communication plan, coupled with ineffective internal communication, only deepened the uncertainty and eroded trust among stakeholders.

Recovery Plan for Market Basket

Market Basket needs to act swiftly to rebuild trust and restore its reputation. The key to recovery lies in addressing three critical areas: repairing relationships with employees and customers, restructuring its management practices, and adopting data-driven strategies to prevent future crises. These steps can help reconnect the company with its stakeholders and set the stage for a stronger future.

Fixing Relationships with Employees and Customers

Rebuilding trust starts with acknowledging past mistakes. Market Basket must address the internal conflicts that have impacted its workforce. This means fostering open communication, providing regular training, and offering performance-based incentives to re-engage employees and rebuild morale [ 13 ][ 14 ]. At the same time, a well-designed customer loyalty program can help win back shoppers. Focus on offering simple, tangible perks that deliver real value [ 12 ][ 13 ].

Statistics show that loyalty programs resonate strongly with consumers. Over 60% of U.S. shoppers are willing to pay for memberships that include exclusive perks and better experiences. This appeal spans generations, with 71% of Gen X, 70% of Millennials, 63% of Baby Boomers, and 62% of Gen Z expressing interest [12]. Additionally, customers who redeem rewards can generate 15–25% more revenue annually, and loyal customers are 88% more likely to make repeat purchases [ 12 ].

Jeffrey Casullo, Senior Manager at Monitor Deloitte, highlights the importance of simplicity in loyalty programs:

"simplicity and ease" are more important than "personalization" for loyalty users [ 12 ].

By focusing on easy-to-understand rewards, maintaining clean and inviting stores, and improving the overall shopping experience [ 13 ], Market Basket can rebuild customer confidence and encourage long-term loyalty.

Updating Management Structure

Market Basket must address its governance challenges to create a stable foundation for the future. This includes clarifying leadership roles, implementing independent oversight, and establishing a formal succession plan. Leadership training, transparent decision-making criteria, and neutral conflict resolution processes are essential to separate family disputes from business operations [ 15 ].

Regular communication forums with clear agendas and documented outcomes can further improve governance. These forums ensure that leadership remains aligned on priorities and that both board and customer concerns are addressed effectively.

Using Data to Prevent Future Problems

Data analytics can play a key role in identifying and addressing potential issues before they grow into larger problems. Market Basket can use differential market basket analysis to review customer purchase patterns, optimize store layouts, and refine marketing strategies [ 19 ][16]. Predictive analytics and association rule mining can help the company spot emerging trends, improve cross-selling opportunities, and design effective promotions. Integrating AI tools can also provide real-time insights into customer sentiment [ 16 ][ 17 ][ 18 ][ 19 ].

Joe Bogner from INSIGHT2PROFIT explains the value of market basket analysis:

"Market basket analysis mines historical patterns in customer behavior to better inform your

business in how to best nurture the health and wealth of your customers" [ 17 ].

This approach is particularly impactful, as even a modest 5% boost in customer retention can result in a profit increase of 25–95% [ 17 ]. By leveraging data effectively, Market Basket can make informed decisions that benefit both customers and the business.

What We Learned and Next Steps

The recurring governance crises at Market Basket highlight the importance of clear succession planning, strong stakeholder alignment, and independent oversight. These takeaways provide a framework for fostering long-term brand strength, as explored below.

Main Lessons from Market Basket's Problems

Market Basket's challenges offer several key insights. Family businesses must prioritize structured succession planning to avoid leadership disputes. For example, Arthur T. Demoulas's insistence on unilaterally appointing his children as successors underscored the risks of resisting formal transitions [ 8 ].

Effective stakeholder alignment can become a strategic advantage. During the 2014 crisis, Market Basket's sales plummeted by over 90% due to employee protests and customer boycotts [ 1 ]. Yet, by 2022, the company had rebounded to become the top-performing retailer in the U.S., with unmatched customer retention [ 1 ]. This recovery was fueled by employees' sense of ownership and commitment to the brand's success.

MIT Sloan Adjunct Associate Professor of Operations Management Zeynep Ton encapsulated this principle:

"People are not a cost, people can be a strategic asset" [ 20 ].

Governance structures must separate family interests from business operations. The current crisis exposed critical governance failures, underscoring the need for independent oversight, clear decision-making processes, and impartial conflict resolution mechanisms.

Additionally, robust crisis communication is vital. When internal disputes become public, the resulting uncertainty can destabilize an organization. Store manager Jamie Cunneen reflected this sentiment, saying:

"Mr. Demoulas, ATD, is the heart and soul of Market Basket. Everything that this place is built upon, it's him" [ 8 ].

Building Long-Term Brand Strength

Customer loyalty and employee satisfaction data emphasize the urgency of turning these lessons into actionable strategies. To ensure lasting success, Market Basket must focus on institutionalizing reforms.

Distributed leadership and formal governance are essential to shifting from reliance on individual personalities to sustainable systems. As MIT Sloan Seley Distinguished Professor of Management Deborah Ancona notes:

"Distributed leadership works. Loyalty breeds loyalty. You need leaders at the top, at the middle, and at the bottom" [ 20 ].

Empowering the community through an inclusive organizational culture further enhances resilience. Market Basket's approach of valuing both employees and customers has been instrumental, as demonstrated by its 2012 operating margin of 7.2%, which outperformed Walmart's 5.9% [ 21 ].

Finally, building long-term relationships requires consistent dedication to all stakeholders. Market Basket's ability to maintain customer loyalty during crises proves that enduring brand strength relies on robust systems rather than individual leadership.

For Market Basket and similar companies, the way forward lies in transforming personal loyalty into institutional resilience. By establishing solid governance structures and fostering a collective organizational culture, businesses can better navigate challenges and secure long-term success.

Why Client–Consultancy Synergy is Critical to a Successful Brand Research Project

Wed, 30 Apr 2025 13:42:55 GMT

Why Client–Consultancy Synergy is Critical to a Successful Brand Research Project

Strong client–consultant partnerships are the backbone of successful brand research projects. When both parties collaborate effectively, they achieve better results, faster timelines, and long-term relationships. Here’s how to make it work:

Clear Communication: Regular updates and open dialogue keep projects on track.
Defined Roles: Assigning responsibilities avoids confusion and ensures accountability.
Involving Decision-Makers: Early engagement of key stakeholders aligns goals and streamlines decisions.
Focus on Quality: Reliable data and realistic timelines are non-negotiable for meaningful insights.
Shared Commitment: Both sides need to invest time and effort for the best outcomes.

Building Strong Client-Consultant Partnerships

Open Communication

Clear and open communication is key to a successful partnership, from the initial pitch to the final presentation [1].

A structured approach helps ensure both parties stay on the same page by:

• Scheduling regular check-ins to discuss progress and address any concerns

• Keeping a record of major decisions and updates to the methodology

• Setting up channels for both formal and informal feedback

"The benefits of a good client-agency relationship result in: an enjoyable research experience, excellent insights and ROI, and better future prospects." [1]

This strong communication framework also sets the stage for involving the right decision-makers at the right time.

Including Key Decision Makers

Getting key decision-makers involved early helps ensure their understanding and support for the project [2].

However, managing input from multiple stakeholders can be tricky. Research shows that while client involvement helps consultants better identify problems and gather requirements, balancing input from various team members is necessary to avoid complicating the decision-making process [2].

To improve stakeholder engagement:
Identify all key decision-makers at the start of the project
Clearly outline each stakeholder's role and responsibilities
Set up a structured approval process
Hold regular alignment meetings to keep everyone on track

Once stakeholders are on board, defining team roles becomes the next priority.

Clear Roles and Responsibilities

Clearly defining roles for both the client and consultant teams reduces confusion and leads to better project outcomes. This is especially important for complex brand research projects that involve multiple people.

To keep roles clear:

Document each team member's specific responsibilities
Set up clear escalation paths for resolving issues
Create accountability measures to track progress
Define expectations for response times and availability

Core Success Factors in Brand Research Projects

Strong partnerships lay the groundwork for success in brand research projects. The following factors play a key role in achieving high-quality outcomes.

Setting Realistic Timelines
Clear timelines, well-defined roles, and open communication are essential from the start. Breaking objectives into smaller, actionable tasks while leaving room for adjustments is key.

Here’s how to structure timelines effectively:

Define SMART goals : Ensure goals are s pecific, m easurable, a chievable, r elevant, and t ime-bound.
Build a work breakdown structure : Break the project into smaller, manageable components.
Include buffer time : Account for unexpected delays or challenges.
Set milestone checkpoints : Regularly review progress to stay on track.

While time pressures are common in brand research, rushing can compromise quality. Focus on setting deadlines that are practical and allow for all critical steps to be completed thoroughly.

Ensuring Quality Data

Reliable data is the cornerstone of meaningful research. To ensure high data quality, consider the following factors:

Adhering to strict data standards ensures the brand research findings are reliable and robust.

Joint Decision Making

Involving clients in the decision-making process helps clarify objectives, reduce uncertainty, and create actionable solutions ^[2] . Combining client expertise with research insights leads to better, more sustainable outcomes.

Key practices for joint decision-making include:

Establish decision protocols : Use regular alignment meetings to ensure everyone is on the same page.
Share expertise openly : Combine research knowledge with the client’s industry-specific insights.
Stay adaptable : Be prepared to adjust plans based on new information or findings.

This collaborative approach not only strengthens the research process but also ensures the results are relevant and practical.

Results of Strong Partnerships

When clients and consultants work well together, the impact goes beyond just finishing a project. These collaborations lead to better brand research outcomes and build ongoing relationships that support long-term success, and impactful roll outs.

Faster Project Completion

Aligned teams avoid delays by addressing issues quickly and making decisions efficiently. Clear deadlines, shared expectations, and focused briefings help keep projects on track and moving forward.

Improved Research Outcomes

Collaborations between clients and consultants result in higher-quality brand research by blending the client’s industry knowledge with the consultant’s technical expertise. This partnership ensures that research meets high technical standards while also providing practical insights.

This only leads to key benefits such as better data quality, actionable findings, and well-rounded perspectives. Clients bring valuable industry context, while consultants offer an unbiased viewpoint, leading to thorough and reliable conclusions. These results often strengthen the foundation for lasting partnerships.

Long-Term Business Relationships

Strong partnerships often grow into enduring business relationships. These collaborations are built on trust, shared goals, and a deep understanding of each other's processes. Over time, they lead to continuous improvements and alignment on broader strategies beyond individual projects.

Every successful project strengthens trust and efficiency, setting the stage for even more impactful collaborations in the future.

How to Improve Client-Consultant Teamwork

Building on the basics of a strong partnership, there are practical ways to strengthen collaboration between clients and consultants.

Regular Progress Updates

Frequent updates help keep everyone on the same page. These updates should cover milestones, timelines, and any challenges that arise. A consistent review process ensures the project stays on track and that both parties remain aligned.

"Exploring mutual expectations with regard to status and role of both clients and consultants is extremely important for a successful client - consultant relationship." – E.H. Schein ^[3]

This open communication naturally sets the stage for clear and transparent research practices.

Clear Research Methods

Defining research methods upfront is key. This includes outlining study goals, ensuring quality control, and using pretested survey protocols. When clients and consultants collaborate on setting criteria and validating data, it builds trust and ensures the results are reliable. A clear understanding of the process also helps clients feel confident in applying the recommendations.

Expert Guidance

Consultants play a critical role in offering strategic advice. This involves setting achievable goals, recommending effective methodologies, and sharing insights from industry experience. They should also provide an objective perspective, even if it means suggesting changes to the original plan. This guidance reinforces a shared commitment to achieving the best outcomes.

Why a collaborative approach in brand research matters

The success of brand research projects depends heavily on strong partnerships between clients and consultants. When both sides commit to the process and share responsibilities, they can achieve insights that truly influence business decisions.

Studies indicate that projects with clear goals and strong executive backing tend to perform better. Effective consulting engagements rely on well-defined expectations, proven expertise, and active collaboration throughout the project ^[4] . These elements highlight the importance of clear actions from both parties.

For the best results, clients should provide detailed briefs and remain actively involved, while consultants offer expert guidance and impartial analysis. Working together to decide on methods, sample criteria, and stakeholder roles helps ensure reliable and actionable outcomes. This collaborative approach fosters trust and mutual understanding, laying the groundwork for successful partnerships and better brand research outcomes.

What Every Company Can Learn from Tesla’s Brand Fallout

Thu, 10 Apr 2025 17:49:16 GMT

What Every Company Can Learn from Tesla’s Brand Fallout

Tesla's recent struggles show how controversies can damage a brand. CEO Elon Musk's recent controvercial decisions have alienated a significant portion of Tesla's eco-conscious customer base. The fallout has been severe:

Stock Decline: Tesla's stock dropped 36% in Q1 2025, erasing $460B in market cap.
Sales Impact: Vehicle deliveries fell 13% year-over-year in Q1 2025, with market share in Europe and Germany plummeting.
Customer Trust: Favorability among Democrats dropped 23% from January to July 2024, while Tesla's brand consideration score halved since 2021.

This highlights a key lesson: brands risk fallout when taking sides on divisive issues, and this is particularly true in politics. It highlights how important it for brands to remain focused on their core mission, establish authenticity, and earn trust from the market.

You may be asking yourself, well hold on, how is this any different that what other brands like Ben and Jerry’s have done over the years. The key difference is that even though they may express views that some may find divisive, these views didn’t counter their core brand essence, in fact it enhanced it.

Conflicts Hurting Brand Performance

Brand Value Losses

Tesla experienced a hit to its brand value following statements from its CEO that many perceived to be divisive or off-brand. Survey results showed that 45% of respondents viewed the impact as "negative," while 40% described it as "extremely negative" [2] .

Customer Trust Breakdown

Tesla's favorability ratings have sharply declined, particularly across political affiliations:

The number of Tesla owners identifying as Democrats dropped from 39% in 2023 to 26% in 2024 ^[3] . In California - a key market for electric vehicles - registrations of the Model Y fell by 17% during Q1 2024 compared to the same period the previous year ^[3] . And this is before the actions taken by the Musk-led Department of Government Efficiency (DOGE).

These changes in consumer sentiment have led to immediate and vocal reactions from the public.

Political Actions and Public Response

Departing from Tesla's core brand image, the CEO's political endorsements sparked widespread backlash. At its core are the many Tesla consumers who eagerly bought Teslas because it aligned with support for green energy and sustainability initiatives.

"He has significantly alienated most of his buying base. It's going to kill the business. I can't imagine a single Democrat, or, let's say, very few of them, willing to buy a Tesla at this point", said investor Mark Spiegel ^[3] .

"This final stance of Elon has put me in a really difficult moral position. I'm driving a Cybertruck and now it's like a MAGA truck," shared Ross Gerber, CEO of Gerber Kawasaki Wealth and Investment Management ^[3] .

Public perception of Tesla has shifted dramatically, leading to protests at showrooms and incidents of vandalism targeting Tesla vehicles ^[1] . This growing public discontent signals deeper challenges for the brand, which will be explored further in the next section.

Are customers abandoning Tesla because of Elon Musk and ...

Business and Brand Damage

Tesla's involvement in contentious political matters has led to clear financial setbacks and damage to its reputation.

Q1 2025 Performance Drop

Tesla’s political controversies have shaken customer confidence, and the impact is now visible in its business results. The company delivered 336,681 vehicles in Q1 2025, marking a 13% drop compared to 386,810 units in Q1 2024 ^[4] . Here’s how key metrics reflect this downturn:

"We knew first quarter Tesla deliveries would be soft but these numbers were bad...they were a disaster on every metric. Refresh issues but brand crisis key." – Dan Ives, Wedbush Securities Analyst ^[4]

This decline goes beyond numbers - it’s also chipping away at Tesla’s identity as a market leader.

Decline in Environmental Leadership

Tesla’s position as a leader in sustainability has taken a hit. The company’s brand consideration score, which peaked at 70% in November 2021, plummeted to 31% by February 2025 ^[5] . Tim Calkins, a marketing expert from Northwestern University's Kellogg School of Management, explains: "It is hard enough to win sales without getting into politics." ^[5]

Erosion of Leadership Trust

Elon Musk’s political activities have further complicated Tesla's brand image. With 83% of Americans directly associating Musk with Tesla ^[5] , his actions have become intertwined with the company’s reputation. Public trust is waning, as 42% of respondents held an unfavorable view of Musk in February 2024, compared to 34% in April 2022 ^[5] .

"It's very likely that Musk himself is contributing to the reputational downfall." –Shahar Silbershatz, Caliber CEO ^[5]

Ed Kim, a crisis management expert at AutoPacific , adds: "A modest but growing number of EV shoppers are increasingly put off by Elon Musk's behavior and politics and are now finding viable alternatives to Tesla in the marketplace." ^[5]

How to Fix Brand Alignment

Return to Core Mission

Tesla needs to refocus on its primary goal: accelerating the transition to sustainable energy. This involves prioritizing innovation, setting clear objectives, and tailoring strategies to local markets.

By realigning internally, Tesla can begin to repair the trust lost due to recent political controversies. These adjustments also create a foundation for leveraging insights from the latest market research.

Improve Brand Management

Eric Dezenhall, a crisis management expert, advises focusing on operational excellence rather than political narratives ^[1] . For Tesla, this means shifting its messaging to spotlight product innovation and sustainability while steering clear of divisive topics. With 85% of investors expressing concerns about the negative impact of political involvement on Tesla ^[2] , the company must prioritize rebuilding trust by staying true to its original mission.

Managing Risk in Brand Strategy

Tesla's situation highlights a key takeaway: diving into divisive issues can seriously damage a brand's reputation. The company's nearly 40% share drop in early 2025 ^[2] is a clear example of how political controversies can erode both brand value and customer confidence.

Crisis management expert Eric Dezenhall puts it plainly: "It's almost impossible to be a politically divisive figure while running a consumer brand" ^[1] .

To handle these risks effectively, brands can focus on specific strategies. Here are three areas to consider:

These steps provide a clear path for addressing the damage. Dezenhall further emphasizes:

"The aim of crisis management is to stop an attack, not improve an image. First, get back to business. Leave politics to somebody else. This isn't your thing" ^[1] .

To strengthen their position, brands should also rely on market research to guide their next moves. With 85% of stakeholders believing political involvement harms a brand ^[2] , data-driven decisions can help leaders refocus on operational priorities and core values, ensuring long-term stability and success.

Understanding Brand Health: The Marketing X-Ray Every Marketing and Revenue Team Needs Now More than Ever.

mbowen@brandigo.com (Matt Bowen) — Thu, 03 Apr 2025 13:08:19 GMT

Understanding Brand Health: The Marketing X-Ray Every Marketing and Revenue Team Needs Now More than Ever.

B2B marketing is a high-stakes game, data is everywhere—but insight is rare. One of the most powerful yet underutilized sources of marketing intelligence is a clear view of your brand’s health. Not vanity metrics, but a deep, diagnostic look at how your brand is perceived at every stage of the buyer’s journey. With perceived being the key word here.

This kind of insight doesn’t come from your CRM or website analytics. It comes from targeted audience research that maps how each buyer persona perceives your brand at every key touchpoint in the funnel: awareness, familiarity, consideration, usage, and loyalty. When done right, it’s like getting an X-ray of your entire marketing engine—and your competitors’ too. Think how useful this is for a marketing and revenue team.

Defining Brand Health: Perceptions Across the Funnel

Brand health isn’t a single number. It’s the sum of how well your brand is performing in the minds of your target audiences—at every step of the funnel:

Awareness – Do your ideal customers even know your brand exists?
Familiarity – Can they describe what you do and how you’re different?
Consideration – Would they include you in their shortlist when making a purchase decision?
Usage – Are they choosing you and experiencing the value you promise?
Loyalty – Do they stay, recommend, and grow with your brand?

When you understand how each of your target personas perceives your brand at these stages, you can pinpoint the exact points where your marketing is working—or where it’s leaking leads and losing revenue.

Why You Can’t Rely on Internal Data Alone

Here’s the reality: most internal dashboards can only tell you what people do. But they can’t tell you what people think. And what they think determines whether or not they’ll engage with you in the first place.

The only way to measure brand health accurately is through targeted audience research—surveys and qualitative insights gathered from your actual buying personas (or those of your competitors). This research reveals how each group perceives you at every stage of the funnel, uncovering blind spots and opportunities that performance data alone can’t provide.

The Strategic Power of a Brand Health X-Ray

When you can see brand health perceptions by funnel stage and by persona, you unlock powerful advantages for both marketing and revenue teams:

Focused Strategy

If awareness is high but familiarity is low, you know your messaging isn’t landing. If consideration is weak, you may need to clarify your value proposition or address trust barriers. This enables marketing to focus efforts where the funnel is breaking down—no guesswork.

Smarter Budget Allocation

Instead of spreading your budget evenly or betting on assumptions, brand health insights show you exactly where to invest to get the highest return. No more overspending at the top of the funnel when the real issue is mid-funnel conversion.

Competitive Benchmarking

When you include competitor data in your brand health assessment, you can see how buyers perceive your rivals at each stage of the funnel. Are they winning on awareness but losing on loyalty? Are you the most considered, but not the most chosen? This is the kind of clarity that drives smart positioning.

The Business Case: Stats That Matter

Companies that monitor brand health regularly are 60% more likely to exceed revenue goals.
Consistent brand presentation can increase revenue by up to 20%.
Brands with strong funnel-wide perception outperform competitors by up to 3X in customer retention and advocacy.

To get started, B2B marketers should:

Identify Key Personas – Who are your target buyers? Define them clearly.
Map the Funnel Stages – Customize the funnel stages to match your sales cycle.
Launch Targeted Research – Use surveys, interviews, or brand assessment tools to gather perception data.
Analyze and Benchmark – Compare across personas and against competitors.
Act on Insights – Use findings to adjust messaging, content, media spend, and sales enablement.

Marketing teams are under more pressure than ever to prove impact. By measuring brand health through the lens of funnel-stage perceptions across key personas, you equip your team with the clarity to act with precision—and avoid wasting time and budget on the wrong problems.

It’s not just about knowing how your brand is doing. It’s about knowing why—and what to do next.

Want help setting up a brand health assessment for your organization? DM me and let's talk about how to build your own X-ray view of your brand and your competitors.

10 Brand Strategy Metrics CMOs Should Track

mbowen@brandigo.com (Matt Bowen) — Fri, 21 Mar 2025 19:58:03 GMT

10 Brand Strategy Metrics CMOs Should Track

Tracking the right metrics can make or break your brand strategy. Companies using six or more metrics grow 2.3x faster than competitors. Here’s a summary of the 10 most important metrics CMOs should focus on:

Brand Health : Monitor your target market’s awareness (unaided and aided), familiarity, consideration, and first choice metrics for your brand.
Share of Voice (SOV) : Measure your visibility across social, search, paid, and earned media. Benchmark against competitors.
Net Promoter Score (NPS) : Gauge customer loyalty. Scores above 30 are strong; 70+ is exceptional.
Customer Acquisition Cost (CAC) : Track how much it costs to gain new customers. Keep a healthy CLV:CAC ratio of 3:1.
Customer Lifetime Value (CLV) : Calculate the total revenue a customer brings over time. Focus on increasing retention and upselling.
Website Conversion Rates : Optimize your site to turn visitors into customers. Industry benchmarks range from 2% (B2B) to 11% (media).
Social Media Performance : Track engagement rates, sentiment, and how social drives traffic to your site.
Marketing ROI : Measure the return on your marketing investments. Aim for 250-400% ROI depending on your industry.
Lead Conversion Success : Analyze how well you convert leads into paying customers. Focus on visitor-to-lead and lead-to-close rates.
Brand Value: Assess your market share, price premium, and customer retention to understand long-term brand equity.

Quick Overview of Metrics

These metrics work together to track brand health, improve decision-making, and link marketing efforts directly to business growth. Start by prioritizing metrics that align with your current business phase - whether it’s building awareness, driving conversions, or maximizing lifetime value.

What are the most important branding KPIs

1. Brand Health Measurement

Brand health uses consumer insights to give a complete picture of your target’s awareness for you brand. As the starting point for evaluating performance, brand awareness focuses on two key aspects: aided (how well your brand is visually identified) and unaided (how easily people remember your brand without prompts).

Here are the three main areas to track:

Brands that excel in awareness use a mix of these methods. For instance, Coca-Cola achieves a 94% aided recognition rate but only 65% unaided recall in the beverage market ^[5] ^[7] . This highlights the importance of tracking both recognition and recall.

To put this into action, CMOs can focus on:

Analyzing the digital footprint with tools like Semrush
Conducting quarterly surveys
Monitoring branded search growth, aiming for a 25%+ year-over-year increase ^[3]

For benchmarks, B2C brands should aim for 10,000+ monthly social mentions, while B2B brands typically target around 2,000+. Recognition goals also differ: B2C brands often target 15-25% unaided recall, while B2B brands aim for 8-12%.

Understanding these metrics sets the stage for the next key performance indicator: Share of Voice Analysis, which measures how visible your brand is compared to competitors.

2. Share of Voice Analysis

Share of Voice (SOV) measures how much visibility your brand has across various channels, helping you decide where to focus resources and how to position against competitors. Using insights from brand awareness tracking, modern SOV analysis focuses on four main channels:

Take the fast-food industry as an example: In 2024, McDonald's held a 36% SOV on Twitter, outpacing Wendy's (19%) and Burger King (15%) ^[1] . This level of visibility shaped their market position and boosted customer engagement.

To track SOV effectively, CMOs should focus on these key areas:

Cross-Channel Monitoring
Keeping tabs on social media and news platforms in real time allows not only for tracking mentions but also for analyzing their tone. This ensures you understand both the quantity and quality of your brand's visibility ^[1] ^[3] .

Competitive Benchmarking
Context is everything. A 10% SOV might be a win in a niche B2B market but could signal underperformance in broader consumer sectors ^[8] . Regularly comparing your performance to competitors helps define realistic goals for your industry.

Strategic Response
If your SOV changes, acting fast is critical. For instance, a beverage company successfully regained visibility by shifting 20% of its budget to TikTok creators, achieving a 20% share within three months ^[3] . This shows how reallocating resources can align with business goals and quickly address gaps.

To get the most out of SOV tracking, combine it with sentiment analysis. High visibility doesn’t always mean positive results. Real-time data lets you adapt your strategy quickly when market conditions change ^[1] ^[3] .

This visibility also influences customer perceptions, often reflected in metrics like Net Promoter Score (NPS).

Net Promoter Score Tracking

Net Promoter Score (NPS) is a simple yet powerful way for CMOs to gauge customer loyalty and predict how well a brand might grow. Building on insights from Share of Voice analysis, NPS helps turn visibility into measurable customer advocacy.

The formula is easy: subtract the percentage of Detractors from Promoters. For example, if 50% of customers are Promoters and 20% are Detractors, the NPS is 30 ^[1] . While industry benchmarks vary, a score above 30 reflects strong brand health, and anything over 70 is considered outstanding ^[1] ^[2] .

 Practical Examples
Apple's NPS of 72 (2023) ^[2] and Slack’s 25% reduction in churn ^[2] ^[4] highlight how leveraging NPS can lead to real business gains.

Key Ways to Track NPS:

Post-purchase surveys: Placed in transaction confirmations to get instant feedback.
Quarterly campaigns: Use survey platforms to track trends over time.
Social listening tools: Capture unprompted customer sentiment online ^[1] ^[5] .

Tying NPS to Business Growth
Brands with high NPS grow twice as fast as their competitors ^[2] . Plus, Promoters tend to spend 20% more annually compared to Detractors ^[2] .

How to Act on NPS
To get the most out of NPS, focus on:

Resolving Detractor complaints within 48 hours.
Engaging Passives with targeted campaigns ^[1] ^[4] .

Improving loyalty not only drives higher spending but also reduces Customer Acquisition Costs, boosting overall efficiency.

4. Customer Acquisition Costs

NPS measures loyalty's role in growth, but CAC tells you how much that growth costs. As your brand gains traction, CAC should drop due to more organic customer acquisition - making it a critical metric for evaluating your marketing strategy. To calculate CAC, divide your total marketing spend by the number of new customers gained.

Lower CAC improves financial efficiency, freeing up resources to make your brand stand out.

Hidden Costs to Watch For

Don’t overlook hidden expenses like martech tools, sales team compensation, and content creation costs ^[2] ^[4] .

Tools to Improve CAC

Leverage tools like Google Analytics 4 for attribution tracking, CRM platforms to trace lead sources, and Rockerbox for multi-touch tracking ^[1] ^[3] ^[4] .

Industry Standards

Across industries, a healthy rule of thumb is that your customer's lifetime value (CLV) should be at least three times your CAC ^[2] ^[4] .

The Role of Privacy and AI

Privacy regulations are reshaping how we measure CAC. Consider "Influence CAC", which tracks how brand-building efforts lower acquisition costs over time ^[2] ^[4] . This ties directly to the broader discussion of linking brand health to financial performance.

5. Customer Lifetime Value

Customer Lifetime Value (CLV) helps you understand the total revenue a customer can bring over their relationship with your business. While CAC (Customer Acquisition Cost) focuses on what it takes to acquire a customer, CLV highlights the long-term payoff of that investment.

How to Calculate CLV

To calculate CLV accurately, you’ll need three key metrics:

Average purchase value
Purchase frequency
Customer lifespan

For example, if a customer spends $100 per transaction, makes four purchases a year, and stays with your business for five years, their CLV would be $2,000 ^[2] ^[3] .

Industry Averages

Here’s how CLV looks across different industries:

Tools for Better CLV Tracking

Modern tools like Salesforce Einstein Analytics take CLV tracking to the next level. By integrating social sentiment data, businesses like L'Oréal have improved their CLV predictions by 37% using AI-driven models ^[3] ^[4] ^[6] .

Real-World Example: Starbucks Rewards

Starbucks uses its rewards program to boost CLV. Members visit six times a month on average, compared to just two visits for non-members. This app-based tracking significantly increases customer spending ^[3] ^[5] .

The Role of Data Quality

Poor data is a challenge for many - 42% of marketers struggle with incomplete customer journey insights ^[4] ^[6] . Unified Customer Data Platforms (CDPs) can solve this by:

Tracking customer interactions across channels
Measuring purchase habits
Analyzing overall customer behavior

Understanding CLV helps businesses focus on their most valuable customers, guiding strategies to build stronger, long-term relationships. It also ties directly to website conversion rates, showing how well you’re turning visitors into loyal buyers.

6. Website Conversion Rates

Website conversion rates show how well your digital presence turns visitors into customers or leads. While CLV (Customer Lifetime Value) focuses on long-term gains, conversion rates highlight immediate success in engaging your audience.

Industry Benchmarks

Different industries have varying conversion averages. Knowing these benchmarks helps set realistic goals:

Mobile vs Desktop Performance

Mobile users convert 40% less often than desktop users ^[1] . This gap highlights challenges with mobile optimization and the risk of damaging brand trust. Slow-loading mobile sites, for instance, can make even premium brands seem unreliable.

Key Performance Indicators

Micro-conversions, like newsletter signups or account creations, reveal where users encounter obstacles in their journey. Tracking these smaller actions helps identify problem areas and improve the overall experience.

Speed's Impact on Conversions

Website speed plays a major role in both conversions and how users perceive your brand. Research shows that a 1-second delay in load time can cut conversions by 7%. Even worse, 79% of users will abandon a site if it takes longer than 3 seconds to load ^[3] .

AI-Driven Improvements

AI tools are becoming a game-changer for conversions. For example, Walmart increased its conversion rate from 2.9% to 4.1% by using AI to provide personalized shopping recommendations that aligned with its “effortless shopping” promise ^[3] .

Tools for Tracking

To effectively monitor and improve conversion rates, CMOs should rely on tools that provide actionable insights:

Content and Brand Alignment

Content that aligns with your brand identity plays a critical role in driving conversions. These insights also tie into social media strategies, showing how engagement on different platforms leads to actions on your website.

7. Social Media Performance

Analyzing social media performance helps you understand how well your brand messaging connects with your audience before they even visit your website.

Social media metrics highlight how your audience engages with your content on various platforms. For instance, Instagram boasts an average engagement rate of 1.16%, making it a top choice for visual content strategies ^[1] ^[3] .

Platform-Specific Benchmarks (2024 Engagement Averages [2][4])

Key Metrics to Watch

Quality Interactions : Focus on meaningful actions like thoughtful comments, shares, and saved posts. These signal that your content is connecting with your audience.
Sentiment Analysis : Advanced tools now classify user sentiment (positive, neutral, or negative) with up to 89% accuracy ^[1] . This gives you a clearer understanding of how people perceive your brand.

Connecting Social Metrics to Conversions

Using UTM parameters in your campaign links allows you to track how social media engagement drives traffic and conversions on your website. This insight is essential for evaluating your return on investment (ROI).

Leveraging AI for Better Engagement

Tools like Semrush can identify trending topics in real time, helping you tweak your content strategy on the fly. For example, one retailer saw an 18% boost in engagement after adapting their content based on trending insights ^[1] ^[5] .

Practical Example: Sentiment Analysis in Action

A pizza chain noticed a 40% spike in negative mentions about the "soggy texture" of a new crust. After tweaking the recipe, positive sentiment rose by 22%, and Instagram story completion rates jumped by 15% within three weeks ^[1] ^[5] .

Tracking Content Performance

Short-lived content, like Instagram Stories, plays a big role in building brand awareness. Keeping tabs on these interactions helps you measure engagement and understand your brand's impact ^[1] ^[3] .

These insights are critical for calculating marketing ROI, especially when comparing the effectiveness of paid versus organic campaigns.

8. Marketing ROI Measurement

Understanding marketing ROI is essential for CMOs to justify spending and make informed decisions about channel investments. The basic formula is simple: [(Revenue Attributable to Marketing - Marketing Investment) / Marketing Investment] × 100. But today’s strategies demand a more detailed approach.

Three-Tiered Measurement Framework

A layered framework helps balance short-term results with long-term brand growth:

This structure connects campaign performance to overall brand equity.

Advanced Attribution Models

Multi-touch attribution is now a must-have for precise ROI tracking. For example, Adobe 's marketing team merged CRM data with website analytics in 2022. This led to a 23% boost in ROI and allowed them to reallocate $5 million to more effective channels ^[1] ^[2] .

Industry-Specific ROI Benchmarks

Different industries see varying ROI benchmarks. Consumer goods typically achieve 250% ROI, with top performers exceeding 400%. Meanwhile, B2B SaaS averages around 180% ^[2] .

AI-Powered ROI Prediction

AI is reshaping ROI analysis, offering prediction accuracy of up to 89% in leading marketing platforms ^[2] . Here's a real-world example:

"Our predictive modeling reduced CAC errors by 22% while forecasting creative impact on 30-day ROI" ^[2] .

Brand Health's Influence on ROI

Brand health metrics are closely tied to financial performance ^[2] . This ties into CLV-focused strategies from Section 5, which emphasize retaining high-value customers. Additionally, the link between tracked NPS (Section 3) and repeat purchase ROI highlights the importance of integrated metrics. By analyzing ROI accurately, marketers can pinpoint which channels drive the most qualified leads.

9. Lead Conversion Success

Marketing ROI measures campaign effectiveness, but lead conversion success focuses on how efficiently interest is turned into revenue.

Key Metrics for Conversion Success

When enterprise B2B companies follow this framework, they can achieve an overall conversion efficiency of 8.75%, provided everything is executed correctly ^[2] ^[4] .

The Role of Advanced Lead Scoring

A strong lead scoring system evaluates three main factors: demographic fit (40%) , engagement (30%) , and intent signals (30%) . Leads that score above 80 points are five times more likely to convert compared to ungraded leads ^[4] .

Testing for Better Results

The format of your content matters. For example, video case studies have been shown to increase manufacturing lead conversions by 22% compared to text-only content ^[2] . This highlights how presentation can shape brand perception.

Calculating the True Cost of Conversion

Here’s the formula to determine cost-per-conversion:

(Total Marketing Spend + Sales Enablement Costs) ÷ Number of Converted Leads

For instance, if a company invests $500,000 and converts 200 leads, the cost per conversion comes out to $2,500 ^[2] ^[4] . This metric is essential for evaluating how well brand messaging reduces sales barriers across different channels.

10. Brand Value Assessment

Lead conversion focuses on short-term results, but assessing brand value offers insights into its long-term impact. This process depends on three key factors:

Core Components

Customer Retention connects directly to the CLV metrics discussed in Section 5, offering a complete picture of brand performance.

Real-World Examples

Take Nike, for instance. Between 2023 and 2024, the company boosted its brand value by 45%. This growth stemmed from an 18% rise in search activity and a 22% acceptance rate for premium pricing ^[2] ^[3] . Similarly, Adobe's integrated strategy (highlighted in Section 1) demonstrates how aligning efforts can enhance brand value.

Three-Phase Measurement Approach

To measure brand value effectively, organizations typically follow this structure:

Digital Indicators : Monitored quarterly
Financial Models : Evaluated annually
Third-Party Audits : Conducted every two years ^[2] ^[9]

Connecting Brand Value to Growth

Strong brands often lead to better financial outcomes. An analysis of the S&P 500 shows that companies in the top valuation quartile achieve 3.2 times higher market-adjusted returns over five years ^[2] ^[6] . The correlation (r=0.79) between brand value growth and shareholder returns highlights the importance of this metric for CMOs.

Current Trends in Valuation

Brands aligned with ESG principles are now seeing valuation multiples that are 19% higher than their peers ^[2] ^[6] . This demonstrates how ethical positioning can directly influence brand equity.

"Accurate assessment requires blending financial metrics with consumer sentiment data ^[9] "

To truly capture a brand's worth, companies must combine traditional financial data with consumer perception metrics and digital performance insights. This approach ensures a more comprehensive understanding of total brand equity.

Tools and Methods Comparison

Tracking metrics effectively means using tools that align with your brand's specific goals - from building awareness (Section 1) to evaluating value (Section 10). The right choice depends on your organization's size and measurement nee ds.

Enterprise vs. SMB Solu tions

Enterprise tools, like SEMrush Media Monitoring, offer advanced features and handle large-scale data analysis, making them ideal for bigger organizations. On the other hand, tools designed for SMBs focus on affordability and essential features.

These tools play a key role in measuring metrics like Share of Voice (Section 2) and Marketing ROI (Section 8).

Combining Methods for Better Accuracy

Combining techniques can lead to better results. For example, pairing social listening with surveys improves accuracy by 42% ^[5] . Integrated dashboards also help keep metrics organized while avoiding overlap.

AI-Powered vs. Human Analysis

For tasks like NPS analysis (Section 3) and social listening (Section 7), a mix of AI and human input often works best. Here's how they compare:

Integration Capabilities

Top platforms like Sprout Social and Brandwatch excel at pulling data from multiple sources. Medallia stands out by linking NPS scores with customer sentiment from support interactions ^[6] , giving CMOs a complete picture of brand health.

Balancing Costs and Benefits

Premium tools require a higher investment but often deliver clear, measurable results.

Focus on Real-Time Monitoring

Modern platforms increasingly highlight real-time tracking, allowing brands to stay ahead in fast-changing environments.

Key Takeaways

Building an effective brand strategy means focusing on the 10 core metrics and prioritizing them based on your business stage. According to Forrester, companies that track six or more metrics see 2.3x faster revenue growth than their competitors.

Strategic Implementation by Business Phase

These priorities are rooted in the interconnected metrics framework discussed in earlier sections.

Data-Driven Success Factors

A balanced approach works best: 70% quantitative metrics (like CLTV and conversions) combined with 30% qualitative insights (such as social sentiment and surveys) ^[2] ^[3] .

Technology Integration Impact

AI-powered tools are changing how metrics are tracked. Current platforms can:

Predict NPS trends by analyzing sentiment patterns
Automate share-of-voice tracking in over 50 languages
Use machine learning to forecast CLTV ^[4] ^[6]

Cross-Functional Communication

Translate metrics into business-focused outcomes. For example:

Brand awareness can be reframed as "Market Footprint Potential"
ROI can be presented as "Revenue Per Dollar Invested" ^[4] ^[6]

Future-Proofing Your Metrics

Automation is shaping the future of brand measurement. Expect advancements in cross-channel sentiment analysis and real-time market share tracking. Nike's recent valuation growth, discussed in Section 10, highlights the importance of these tools ^[1] ^[3] .

Risk Mitigation

Focus on:

Engagement metrics instead of vanity metrics
Cross-metric analysis for a deeper understanding ^[1] ^[3]

The secret to success is choosing metrics that match your business's growth stage while staying flexible enough to adapt to changing market conditions.

AI is a Valuable Tool. But It Shouldn't Be Your Head of Brand Strategy.

Thu, 13 Mar 2025 16:58:00 GMT

AI is a Valuable Tool.

But It Shouldn't Be Your Head of Brand Strategy.

AI is a powerful tool for marketing, but it shouldn't replace human creativity in brand positioning.

Here's why:

• AI lacks emotional depth : 95% of purchasing decisions are driven by emotion, which AI struggles to replicate.

• Cultural blind spots : AI often misses local nuances, leading to missteps in global campaigns.

• Over-reliance risks sameness : Brands using identical AI tools can produce generic, unoriginal content.

• Bias in AI systems : Historical data can introduce ethical issues, harming brand trust.

• AI focuses on the past : It struggles to predict future trends or innovate beyond existing patterns.

Where AI Falls Short in Brand Identity

AI is great at crunching numbers and generating content, but it struggles when tasked with defining a brand's unique identity. These weaknesses highlight why AI alone can't shape effective brand positioning strategies.

Missing the Human Element

One major drawback of AI is its inability to replicate genuine human emotion or empathy. Considering that 95% of purchasing decisions are driven by emotion , this is a big gap. AI simply can't create the emotional connections that inspire people to buy.

"Relying only on AI-generated content risks generic or formulaic branding, lacking uniqueness and emotional resonance. Branding should evoke emotion; this human touch is still vital in the creative process."

- Ian Maskell, founder of Pecorino Group and ex-vice president of marketing at Unilever [ 3 ]

While AI can analyze data patterns, it doesn't grasp the emotional nuances of customer experiences. For example, 80% of consumers are more likely to purchase from brands offering personalized experiences [2]. This shows that data alone isn't enough to craft compelling brand narratives.

Market Context and Local Differences

AI's inability to fully understand cultural and market-specific nuances can lead to big missteps. In 2019, a beauty brand faced backlash after an AI-translated campaign ignored cultural beauty standards, offending several target markets [ 4 ].

"Localization is not just about translating words; it's about understanding the cultural context and adapting the content accordingly."

- Anna Schlegel, Head of Globalization at NetApp [ 4 ]

It's not just translation errors. A University of Sydney study found that large language models often default to U.S. cultural values when discussing topics like gun control and immigration [ 5 ]. Failing to account for these cultural differences can alienate diverse audiences, weakening a brand's identity.

Past Data vs. Future Trends

While the AI market is expected to grow from $108 billion in 2020 to $738 billion by 2030 [ 7 ], AI's reliance on historical data presents a major limitation: it reflects the past rather than predicting the future.

This backward focus creates challenges for brand positioning:

Because AI often overlooks major societal shifts, brands risk being stuck in outdated strategies that don't resonate with modern audiences. These limitations highlight the importance of blending AI with human creativity and insight to shape effective brand strategies.

Problems with Too Much AI in Branding

 Reduced Original Thinking

Relying too heavily on AI can suppress creativity. According to McKinsey's 2021 Global AI Survey , 40% of companies using AI encounter unintended bias, underscoring AI's limitations in producing genuinely new ideas ^[11] . While AI is great at spotting patterns, it struggles to deliver the kind of creative solutions that set brands apart. This often leads to a sea of sameness across industries.

Relying too heavily on AI can suppress creativity. According to McKinsey ^[11] . While AI is great at spotting patterns, it struggles to deliver the kind of creative solutions that set brands apart. This often leads to a sea of sameness across industries.'s 2021 Global AI Survey, 40% of companies using AI encounter unintended bias, underscoring AI's limitations in producing genuinely new ideas

"ChatGPT is here to make us all the same… The Great Same-ening is upon us… ChatGPT, Jasper and all the rest are powerful conformity machines, giving you the ability to churn out Bible-length material about yourself and your business that's exactly the same as your competitors." – Ian Whitworth ^[9]

Similar-Looking Brands

When companies in the same industry lean on identical AI tools, the result is predictable: cookie-cutter branding that fails to stand out. This lack of originality weakens brands' ability to connect with their audiences. Marketing expert Anthony Gaenzle warns:

"If you rely solely on AI, you'll end up wasting time publishing content that people ignore." – Anthony Gaenzle ^[10]

Here’s how overusing AI can hurt branding:

This uniformity doesn’t just harm creativity; it also amplifies the risks of biased practices, which introduces ethical challenges.

AI Bias and Ethics

AI systems can introduce bias, posing risks to both brand reputation and effectiveness. A striking 47% of executives admit they lack the tools to properly detect and address this issue ^[11] . Some high-profile examples include:

Amazon's AI recruitment tool, which showed a preference for male candidates due to biased historical data ^[13] .
Twitter's image-cropping algorithm, which disproportionately favored white faces in previews ^[13] .
Financial services AI systems, which denied loans to borrowers of color at rates 40-80% higher than others ^[13] .

With 42% of organizations expressing serious concerns about the reputational harm caused by biased AI, brands must prioritize strict oversight ^[12] .

"Companies are acknowledging there's huge reputational harm and risks that can come from these systems."
– Genevieve Smith, Associate Director at UC Berkeley's Center for Equity, Gender & Leadership ^[12]

The key takeaway? AI should enhance a brand's identity - not dictate it ^[8] .

Combining AI Tools with Human Expertise

 AI's Role in Market Analysis

AI can process massive datasets and uncover patterns that might escape human notice. For instance, tools like Fathom and Grain turn interviews into actionable insights, while platforms like Essense.io dive into competitor reviews to highlight market gaps and opportunities ^[14] . These capabilities provide a foundation for informed strategy shifts driven by human expertise.

When to Use Human Judgment

AI excels at crunching numbers and spotting trends, but it’s up to people to interpret those insights. While teams often see productivity boosts with AI, success hinges on knowing when to rely on human judgment.

"AI can improve efficiency in tasks like writing web copy but should be seen as a tool to enhance human creativity, not replace it. Marketers should focus on strategic decisions that AI cannot replicate, such as brand positioning and long-term planning." - Seth Godin ^[16]

Key areas where human judgment remains irreplaceable include:

Understanding cultural subtleties
Crafting emotionally resonant messages
Making ethical decisions

These factors highlight the importance of blending data with strategic insight.

Success Stories: AI + Human Teams

Real-world examples show how combining AI data with human creativity can overcome common challenges:

Coca-Cola 's Create Real Magic : Using tools like DALL-E 2 and ChatGPT, Coca-Cola empowered users to create over 120,000 pieces of content. With an average visit time of over 7 minutes, the platform demonstrated high engagement ^[17] .

"AI helps you perfect your craftsmanship. That's what you saw when we created Masterpiece – it wasn't 100% created by AI, but AI helped us as a technology to make our craftsmanship better." - Pratik Thakar, Global Head of Generative AI, Coca-Cola ^[17]

Ben & Jerry's Flavor Innovation : Ben & Jerry's used AI to analyze social media, music, and movie data. Human teams then interpreted these insights to craft breakfast-themed ice cream flavors that resonated with consumers ^[17] .

Nike 's AI-Enhanced Design : Nike worked with Obvious artists to develop new Air Max designs. AI generated initial concepts, which human designers refined to align with brand identity and trends. The limited-edition shoes sold out within 10 days ^[15] .

These cases show how AI can amplify human expertise. By 2025, it’s predicted that 30% of marketing messages from large organizations will be AI-generated ^[16] .

Steps to Better AI Brand Strategy

To prevent AI from making your brand feel generic, focus on striking the right balance between data-driven insights and human creativity. Here's how to do it.

Set Clear AI vs. Human Tasks

Assign specific roles to AI and humans to maintain your brand's unique identity.

For example, a Southeast Asian bank combined AI-powered trend analysis with human strategists to uncover opportunities in digital finance and microcredit ^[18] .

Quality Control Methods

A strong review system is critical to ensuring AI doesn’t compromise your brand.

"Human judgment remains essential to crafting the strategic vision, which combines the organization's ambition with a view of how to realize it." ^[18]

Human Review Protocol: Set up teams to thoroughly check AI-generated outputs for accuracy and brand alignment ^[19] .
Source Validation : Double-check AI insights against reliable industry data and sources ^[19] .
Brand Voice Verification : Make sure AI-created content sticks to your brand's established style and tone ^[19] .

Regular reviews will help keep your processes sharp and aligned with your goals.

Regular Process Reviews

Consistent evaluations are key to maintaining alignment between AI efforts and your brand's overall strategy.

T3 Services Group , for instance, cut their website launch time from 8 weeks to under a month while improving content quality through well-structured AI use ^[21] .

Key elements of process reviews include:

Quarterly Assessment : Set up feedback loops and regular reviews to measure AI's impact on your brand ^[20] .
Performance Tracking : Keep an eye on metrics from AI tools. For example, Just Mad used AI to turn 100,000 pieces of customer feedback into actionable insights almost instantly ^[20] .
Team Training : Offer ongoing training on ethical AI practices to ensure your team can confidently manage AI while safeguarding your brand ^[20] .

Conclusion

Main Points

Striking the right balance between AI's capabilities and human creativity is key to effective brand positioning. Research shows that well-positioned brands can achieve up to 9x more volume share and charge twice as much as their competitors ^[23] . For example, The North Face used an AI-powered shopping assistant to analyze data, while human marketers ensured the recommendations aligned with their brand identity ^[22] . The takeaway? AI excels at data processing, but human creativity is irreplaceable.

"Marketing is fundamentally about understanding and influencing complex and often irrational human behavior. Despite its advanced algorithms and data-processing power, AI still struggles to grasp the subtleties of human emotions and cultural nuances."

- Natalie Slyman, Content Marketing Manager ^[1]

Sun, 04 Aug 2024 14:04:02 GMT

DS Smith

Website Case Study

How do we unite and excite our employees post M&A under one unified brand?

Challenge

London based DS Smith, one of the world’s largest publicly traded packaging companies with revenues topping £8 Billion, headquartered in London, came to Brandigo to help define their brand’s core value proposition, purpose, and visual representation. This had particularly become a challenge as much of DS Smith’s growth had come from acquisitions around the globe so many brand silos, differing company cultures and brand value propositions existed. Brandigo was charged with creating a new purpose, essence, and positioning that could unify the company under one singularly focused brand.

Solutions

Following the format of 1) Who does the brand need to convince? 2) What do they currently think, feel and do? 3) What do we need then to think, feel, and do? 4) What moves them, what are the points of differentiation we can keep returning to and build upon? And 5) How can we get those points of difference out into real-world actions and behaviors?

We started with understanding that much of the challenge was about the internal culture and employee brand. With that in mind, we interviewed dozens of employees across the different global locations, particularly those that had more recently been acquired by DS Smith and rebranded.

From this, we were able to find the common, emotional thread that tied it all together, and that was wanting and needing to be not only the world’s top packaging company, but also the most environmentally forward brand in the space.

A new brand purpose reflecting this was created as Redefining Packaging for a Changing World and crafted to a new brand essence and tagline: The Power of Less.

Brandigo then create a new visual way to express this positioning, creating a brand icon called the D Window. The D Window is expressed as seeing the what’s possible, what’s new, what can change the world by looking through the window. We used the existing logomark to create this standard that became the focal part of the new brand.

To ensure that the new brand essence, positioning and visual representation was used consistently by dozens of marketing teams across the globe, Brandigo created extensive Brand Guidelines that addressed every possible scenario, from marketing asset design templates, fleet signage, in-airport advertising, social, video, pitch decks to all things digital, the new Guidelines covered 215 pages.

To launch the new brand strategy, Brandigo helped create a global employee event across dozens of offices and facilities in 9 countries and languages, including engagement events, contests, entertainment, training events and employee swag.

The Science Behind Creating Brand Loyalty that Every Marketer Needs to Know

mbowen@brandigo.com (Matt Bowen) — Mon, 04 Apr 2022 19:44:51 GMT

Achieving widespread, continuous brand loyalty is the ultimate objective for any company. Whether a B2B or B2C, having a customer base that enthusiastically and consistently chooses your brand over your competitors’ brands is what will elevate you—and keep you—ahead of the pack.

While this may seem obvious, the truth is that “brand loyalty” often doesn’t make the list of a corporation’s goals. Increased revenues? Check. Increased market share? Sure. Increased profit margins? Absolutely.

Increased brand loyalty? Crickets

While most marketing folks will certainly claim that brand loyalty is of utmost importance, turning that into tangible action is very often a different story. Of course, some industries have long ago figured out that brand loyalty is critical. On the consumer front, loyalty cards, points, frequent flyer miles, etc., are all intended to create loyalty. But do they really? I have, and use, a CVS card, but does that actually make me loyal to CVS? Hardly. I go to CVS because it’s convenient for me and sure, I’ll be happy to save $2 off my next toothpaste purchase.

Ana Andjelic, who runs the newsletter The Sociology of Business , describes loyalty programs like these exactly as they are: bribery schemes that have nothing to do with loyalty at all. They are only about driving economic transactions rather than true affinity for the brand.

To really understand what’s behind loyalty, it’s important to first break it down to what it actually means. Brand loyalty is typically equated to customer satisfaction. Yet in reality, while the two are related, they are distinctly different measures.

True brand loyalty transcends mere satisfaction and motivates customers to want to promote your brand for you.

They tell friends and colleagues. They talk about it on social media. If your product isn’t readily available for some reason, they’ll forego buying it rather than settling for a competitor’s offering. That’s the brand loyalty litmus test.

Customer satisfaction on the other hand is driven by consistently delivering on the functional benefits of your product. That is to say, your offering does what you’ve said it will. Brand loyalty is not driven by delivering the functional benefits of your product or service. Even if you do a stellar job of consistently delivering these benefits, it will not drive loyalty, because loyalty requires more than just doing what your customers already expect your products and services to do. If what you offer doesn’t perform as advertised, then you have no business offering it in the first place. Not to mention, it’s a safe bet that some of your competitors’ products perform just as well as yours.

In what we call a Data Conscious methodology to brand strategy, we think of these in terms of brand value drivers. Some are expected—these are the functional benefits, some are critical, a step above and specific to their needs, and then you have value drivers that are delighters. Delighters are at the heart of brand loyalty.

But before you can even get to brand loyalty, an important precursor needs to take place: customer commitment. Studies show that customer commitment comes in two forms: economic commitment and affective commitment. Economic commitment is when a customer keeps buying a certain product or service because there simply aren’t other good options or the cost of switching is too high. A good example would be the binding contracts that mobile phone or cable suppliers require (here’s looking at you, Comcast). But economic commitment is false loyalty. Many of these customers would bolt in a heartbeat if better pricing and terms were available elsewhere.

Affective commitment is a whole different animal because it’s based on an emotional connection. Customers with an affective commitment stick with certain brands because they are emotionally connected to them. They seek out and choose those brands time and time again.

Here’s an example of affective commitment: I live in a small city just north of Boston and like everyplace, the year of Covid put a lot of small businesses in a very tough place. A local restaurant, The Paddle Inn , was trying to understand how it could remain relevant and created what I would call a perfect affective commitment move. Every Tuesday they do what they call curb-side cooking school. Each online class focuses on one dish and they provide you all the ingredients you need in a bag that you pick up the day before. Then, at 5:30 on Tuesday, you jump into a Zoom cooking class with dozens of other people while their chef walks everyone through, step by step (often in a very humorous way), how to prepare that dish in real time. It’s more than just a lot of fun, it’s community. I will forever be loyal to this restaurant because of all of the surprisingly fun and memorable experiences they’ve created. And you can bet I’ve told a lot of other people about it too.

Did they create this as a loyalty program? I doubt it. They likely were just trying to drum up cash flow on typically slow Tuesday nights. But as a result of creating over and above highly memorable customer experiences they are building a loyal community of customers for the long haul.

There’s a key psychological component at play here. What we are really talking about in brand loyalty is actually memory. When we have an exceptional brand experience it gets lodged into our memory. This in turn gets translated into an emotional connection that all positive memories create. While important, the functional benefits of your product or service just don’t cut it when it comes to creating emotional connections. We don’t record functional benefits into memory, and therefore don’t make an emotional connection.

In other words, when you deliver on just what you are supposed to deliver on with your brand, it’s quickly forgotten. But your brand goes beyond what’s expected and create an exceptional customer experience, it gets lodged into memory. It’s that lodging in the memory that is the spark that drives loyalty.

So true brand loyalty is a result of first creating affective commitment. How do you do this? Well, for starters, all brand experiences need to align with the brand positioning itself. Experiences are a physical extension of what your brand stands for and why it is distinct. If your brand is solid in both of those aspects, then you can deconstruct the entire customer experience the way it is now and determine where it can be elevated to something that is exceptional, surprising and meaningful.

If, however, your brand positioning and differentiation is murky, you have to first start there and build from that. Trying to create exceptional brand experiences on a brand that isn’t clearly positioned will likely add more confusion and be a waste of valuable budget.

And speaking of budget, this is where marketers need to rethink how they allocate funds across all of their initiatives. A true brand loyalty strategy based on the principals above means that you need to transition a good portion of your focus from communicating expected functional and technical benefits to creating these exceptional experiences for your customers. This requires a reallocation of the budget; In general, I recommend at least 15-20% of your efforts and budget should focus just on your brand loyalty strategy.

Research can help you further fine tune this by first understanding your reputation. For example, if research shows that your brand has a great reputation for delivering on things that are expected (or worse, unimportant), you can reallocate your budget to focus on improving your brand’s performance and perceptions on delivering experiences that delight which will ultimately will be at the heart of your brand loyalty strategy.

Unless you’re in hospitality, chances are creating over-and-above customer experiences that delight could be revolutionary in your industry. It’s an exceptional way to differentiate your brand.

A few tips to help get you started:

If you aren’t delivering the basics consistently (i.e., the functional benefits of your products or services), you have to start there. You need to do that just to avoid dissatisfaction, and you can’t build affective commitment if you don’t meet the basic requirements your customer base expects.

At the core of affective commitment is the practice of creating over-and-above experiences that generate emotional responses that, in turn, get recorded into memory. What this means to your brand depends on the relationship you have with your customers, but the baseline is true, regardless. Ask yourself, what can you do for your customers that will go beyond their expectations? How can you surprise them? How can you anticipate their needs even before they do? How can you personalize their experience? How can you make them smile?

But remember, and this is the kicker, creating affective commitment is NOT about offering deals and discounts. Those might create economic commitment, but the benefits are short lived and will not lead to loyalty.

Creating affective commitment and, consequently, brand loyalty, should be a top focus of most every marketing department. The financial returns can be significant not just from your existing customer base, but the new customers in their circle they undoubtedly will tell about the crazy great experience they had with your brand. Even better, it should rise above that and be a top corporate objective. Creating true loyalty––and then turning that conviction into a marketing channel in its own right––is what makes some brands so cleverly successful.

The CMO's Guide to M&A Brand Strategy: How to Get it Right

mbowen@brandigo.com (Matt Bowen) — Sun, 10 Jan 2021 14:30:18 GMT

Mergers and acquisition are on fire.

The total hit $3.6 trillion (with a T) globally in 2020 according to the Financial Times. And this was after deal-making in the first half of 2020, due to Covid, came to an almost screeching halt. So the second half of the year was truly exceptional and reflects what’s to come.

There are a lot of financial reasons for this, interest rates are low, equity markets remain high and companies are stockpiling cash.

If you look more closely, though, the reasoning and rationale behind the spurt of M&As is evolving. Whereas the typical key driver was once related to augmenting organic growth or attaining intellectual property or technology, many of the M&As are being driven by the shifting state of business—and even more so by the introspection created by a global pandemic.

While some acquisitions purely expand a customer and technology base—take Grubhub’s acquisition of Just Eat Takeaway, for example, others reflect something else that’s happening which has a major impact on Brand Strategy. Benjamin Gomes-Casseres, an expert on alliance strategies and professor at Brandeis University, refers to M&As as “remixes.” I like this because that is exactly what is happening, and more and more in not so traditional ways.

Take the acquisition of Salesforce and Slack, CVS of Aetna, or Amazon and Wholefoods. All are key examples of how the business landscape around us is shifting quickly, and companies are rethinking their portfolios to gain a new competitive edge, redefine an approach to their market or simply be on the defensive.

But here’s the rub: according to research led by Harvard University's Clayton Christensen, up to 90% of M&As fail to live up to their planned potential. What gives?

While each case is different, there are common themes surrounding why – more often than not – M&As don't produce value. Most often, the culprit is shortsightedness—focusing too narrowly, and often unrealistically, on cost savings and financial synergies. The classic “spreadsheet” approach to inorganic growth.

As technology journalist Joan Indiana Ridon related in Red Herring Magazine “the lack of integrating the two companies is the real reason why most fail.” Integration comes on multiple fronts, including people, culture, technologies, processes, vision and encompassing it all: brand strategy and architecture.

My experience working with many post-M&A companies is that the integration of brands and the building of a forward-looking, strategic brand architecture is one of the key components that most often gets punted for later, and usually for all the wrong reasons.

Companies are very protective of their brands, and while negotiations are happening the tough brand discussion (beyond “what are we going to call the new organization?”) rarely gets addressed up front. It's thought that this will naturally work itself out over time. Marketing will sort it out.

But what really happens is nothing. Companies end up with a confusing mix of brands and product lines that make little sense internally, and even less so to their customers. This is true even years after the M&A.

I call these amalgamated messes “brand goulashes.”

The period just after the M&A presents an unprecedented gift to the leadership of the company. It’s a time to make changes—and take on the tough challenges. If decisions—such as what the new brand portfolio of products and services will look like are not made at this initial stage—they most likely will not be made later either and it will get exponentially harder. And an ideal reason (M&A) for making the changes fades away.

This, in turn, saps the company of clarity and simplification and allows “brand tribalism” to take over the culture.

Your new combination of corporate brand and product/service level brands need to work together in a way that tells your new, and complete story. Every time an acquisition happens, the company’s narrative changes. It’s a perfect time to revisit the corporate brand narrative so that it is truly differentiated, simple, and clear. Your employees need this badly and the market wants to understand who you are becoming.

But 2021 will also present an additional, heightened challenge to M&A brand strategy: the changing and evolving needs of your market due to the impacts of reevaluating almost everything brought on by the global pandemic.

Before you can determine what the best brand architecture strategy will be, you need to get inside the evolving mindsets of your customers. Companies frequently make the mistake of not taking a more data influenced approach to understanding the real equity that corporate brands hold and rely too much on internal points of view. In an M&A situation, this immediately sets up two entrenched camps of thought, with the acquirer usually calling the shots leaving a bunch of confusion, disillusionment and hard feelings in the wake.

By taking the first 90 days of the M&A to conduct deep dive brand market research, you can determine exactly what the perceptions, awareness and intent-to-buy levels are for all of the brands in the new portfolio.

Additionally, you can determine if the target persona’s reasons for choosing one brand over another—the associated Value Drivers—are changing. Assumed value drivers, from my experience, are almost always created by internal teams based on their experience or third-party analysts’ reports. As a result, companies find themselves off the mark when these assumptions get translated into marketing and sales messaging.

M&As further complicate this matter. In a study of over 220 marketing leaders conducted by Brandigo, 72% stated they have no or only limited confidence that their organization understands the unique and changing pain points of their target audience.

Add all of this together, and you can see why many M&As from a brand perspective just don’t deliver.

So, what’s the best-practices-approach to getting the brand M&A right? Below are steps that will lead you in the right direction.

Take an outside-in approach. After an M&A, emotions are high and brand tribes form overnight. To help bring a more scientific and data-driven approach to tough brand strategy divisions, conduct quantitative research with target buyers. This will tell you which brands in the portfolio have the strongest equity and highest levels of intent to buy and will give you the data you need to do the necessary culling of brands right out of the gate.
Focus on simplicity. The objective of brand strategy and brand architecture is to create clarity and simplicity to the company's assets. Creating a structure that is simple will ensure that it will scale with the organization, while bringing the clarity that everyone desires, both internally and externally. Data and insights will help this tremendously—while also helping to soothe internal brand tribal sore spots. One of the biggest mistakes companies can make is having too many brands without a strategic rationale for them all to exist.
Create a new corporate brand-level story. How is your corporate brand differentiated in a meaningful way? Why should anyone choose you in relation to your competitive alternatives? Even if the acquisition was relatively minor, chances are it should have an impact on your corporate brand narrative. When you look across your portfolio of products and services (or swim lanes or divisions), does it tell a cohesive story? Or are they siloed? This should be part of your corporate brand narrative.
Seize the window of opportunity to create brand clarity at the product/services level. The time of the M&A presents an unheralded opportunity to make tough decisions that, if not made then, only get tougher and more disruptive as the two companies settle into their new existence. Consider all of the brands that each company has, whether they are product or service brands or both. Draw out a logical structure for them that goes beyond just pushing the two organizations together. Which brands should make the transition? Which should not? Which should be downgraded from brand status altogether? This discussion will help drive the bigger conversation around the future business model of the combined companies. Cleanup your brand architecture now.
Do not underestimate the impact that brand strategy has on company culture. Research shows that the tribal mentality that happens post M&A is a serious reason why they don’t produce the value that was hoped. Use your brand strategy as a way to drive a new unified culture and break down the inevitable walls that will arise. Internally, brands can do one of two things: create separate camps or bring teams together. You know which one you want.

Sorting out your brand strategy and brand architecture is never an easy task. Add an M&A to it, and it gets especially complex. Everyone internally, from both companies, has an agenda during this period. But don’t miss this great opportunity because waiting will most certainly cause disruptive issues and lessen the value of the corporate growth strategy. Culling the portfolio is especially challenging and should be based on data, not emotions. This is where a neutral, third party that uses brand research to inform a set of strategic recommendations can be an immense asset.

But, most importantly, take on the challenge as soon as possible. The odds are against you if 90% of M&A’s don’t deliver on their planned value. So make sure this won’t be the case for you. Nothing good will come from letting it “play itself out,” and, in fact, it might be the number one reason that will determine if the M&A is a strategic win.

The CMO’s Guide to Data-Conscious Brand Strategy – Value Drivers

mbowen@brandigo.com (Matt Bowen) — Wed, 18 Nov 2020 14:42:41 GMT

At Brandigo we have been pioneers of what we have named data-conscious brand strategy. In our new series of articles, blogs, and podcasts, The CMO’s Guide to Data-Conscious Brand Strategy, we’re going to take a deep dive into what that really means, why it will set your brand and marketing apart from your competition, and break down some of the steps we take to inform the amazing journey we take our clients’ brands on.

Last time out we focused on brand health analysis and its importance as a jumping-off point for any data-conscious brand strategy. For this blog, we are going to concentrate on the next important step – value driver research.

But first, a quick reminder:

What is data-conscious brand strategy?

A lot of great organizations are missing out on growth and opportunity because the agencies they work with, and maybe even their in-house teams, don’t commit any time or resource to truly developing an authentic understanding of what their customers actually want. They rely on guesswork, hunches, and generic insights, underpinned by ubiquitous third-party market reports which have likely been referenced by every single one of their competitors as well. This leads to a bunch of stale brands in the marketplace with no one standing out from the pack.

When we hear about “data-driven” strategies, we tend to imagine a room full of supercomputers, crunching and analyzing data to lead us into the future (when they’re not busy beating Kasparov at computer chess). CMOs know that this is not real life. Finding the right data and applying it to real business life is a complicated game.

Speaking with hundreds of customers in tailor-made studies, we uncover the true emotional value a brand’s products and services, as well as defining the gap between what customers say and what actually drives their buying decisions. At the same time, we conduct an audit of a robust collection of your brand’s competitors to ensure that we are not saying the same thing, nor are we visually communicating our brand in the same way. It is truly a hybrid of left and right -brained thinking.

The results shift paradigms. Data-conscious strategy elevates brands above the competition and inspires entire organizations. It cultivates equity—the kind investors, entrepreneurs, and the C-suite fawn over. The kind that leads to real revenue gains and lasting legacies.

So, where do value drivers come in?

For value driver analysis, you are seeking to determine what purchase decision motivators your customers view as important – both consciously and sub-consciously. What are the values that a brand represents that truly impact a purchasing decision? It’s the reasons why your customers choose to buy your products or services over those of the competition. Once you understand which value drivers have the biggest impact on your customers and in your market, and on which your brand performs best in the eyes of the market, you have the foundations for a brand strategy that will really speak to your customers’ wants and needs.

How is it done?

Value driver analysis is based on statistically robust data gleaned from a detailed market survey. Based on this data, you can identify a series of category dimensions that drive the reputation of companies in your space. So, for example, let’s say you are in the car manufacturing industry, these category dimensions could be something like:

Performance

Design

Economy

After-sales ca re

Environmental impact

The next step in the process is determining the importance of each category dimension and to group them in one of four sets as shown in the diagram below:

These category dimensions naturally fall into their categories based on the index ratings assigned to them by the collective study respondents. Dimensions that fall within the ‘Delighter’ and ‘Critical Driver’ set will start to give you an idea of the value drivers you can focus on to develop your brand strategy.

Continuing with our car manufacturer example, the data might show that economy is unimportant to our target market and that good after-sales care is expected. However, environmental impact is a delighter and design and performance are critical drivers. So, the foundation of our brand strategy could be positioning the brand as an environmentally friendly vehicle without compromising performance or design.

This anecdotal example just the tip of the iceberg, and Brandigo’s experienced brand strategists will go deeper into the data using advanced statistical methods combined with creative thinking.

Another benefit of this methodology is that it gives you the ability assess how your ‘delighters’ and ‘critical drivers’ resonate with different stakeholders, geographic regions, and so on. Using this data, you are able to then create brand positioning scenarios that are focused on consumer wants and needs and genuinely differentiated from your competitors because you are not relying on third-party data or analyst insights that are readily available to anyone. This approach results in positioning strategies that are unique, authentic, and validated by data.

We’ve just scratched the surface here in what is possible when you conduct powerful value driver research. Studies within different industries will uncover unique, often unexpected critical drivers and delighters. Equally important is that you may be surprised as to what the market views as “expected” or “unimportant.” Sometimes those revelations allow you to reallocate marketing and operational resources to ensure you are achieving the greatest impact by building upon the things that really matter to the market.

What you can see from this is how this aspect of a data-conscious brand strategy uncovers genuine opportunities for differentiation for your brand in a way that resonates with its customers.

The CMO's Guide to Data-Conscious Brand Strategy - Brand Health

mbowen@brandigo.com (Matt Bowen) — Tue, 27 Oct 2020 13:52:56 GMT

And to start things off we shall begin by taking a look at the first stage in the process – ascertaining the health of your brand.

What is data-conscious brand strategy?

Most marketing fails because agencies and in-house teams don’t invest in understanding the authentic desires of customers. So the expensive messaging and content they produce runs wild with irrelevance, often damaging a brand’s health. What they call ‘strategy’ is often a grab bag of semi-educated guesses, lazy attempts to replicate another brand’s wins, and generic ‘insights’ pulled from ubiquitous 3rd party market reports.

Here at Brandigo, we believe there is a different way. A better way that makes use of a potent combination of primary research and a creative vision that ensures brands consistently and powerfully speak to what customers care about most. There are no shortcuts. Speaking with hundreds of customers in tailor-made studies, we uncover the true emotional value a brand’s products and services deliver, as well as the gap between what customers say and what actually drives their buying decisions.

The results shift paradigms. Data-conscious strategy elevates brands above the competition and inspires entire organizations. It cultivates equity—the kind investors, entrepreneurs, and the C-suite fawns over. The kind that leads to real revenue gains and lasting legacies.

Why your brand needs a health check

Measuring brand health helps us to understand exactly how a brand is perceived in the minds of stakeholders, be that customers, employees, competitors, and so on. It goes beyond simply asking if they know of your brand and looks in more detail as to whether or not they know of your brand, and if so, are they compelled to make a purchase for example. It also represents the starting point for developing a truly data-conscious brand strategy.

At Brandigo we use our brand health metrics to measure the awareness (aided and unaided), familiarity, consideration, and usage of a brand, as well as exploring loyalty. And we define each benchmark as follows:

Awareness – has the respondent heard of your brand before?

Familiarity – if they have heard of it, do they know anything about the brand beyond just the name?

Consideration – if they are familiar with your brand, will they consider using you if they are looking for a supplier of your products or services?

Usage – is the respondent currently, or have they ever been, a customer of your brand?

Loyalty – how likely is the respondent to recommend your brand?

How does the health check help formulate a data-conscious brand strategy?

Once you have an idea of how aware, familiar, etc., your stakeholders are of your brand, you can then start to make informed decisions about where to focus your marketing resources.

Let’s say our brand health research has uncovered that although your brand has high awareness and familiarity amongst stakeholders, your consideration metrics are low. As you can see in the graphic below, this data would suggest that your strategy should include a focus on developing a compelling brand promise and communicating this effectively to the market. You might also want to examine how your pricing strategy relates to the perceived value your brand is projecting.

In summary, contributing factors to a fall in the consideration brand health metric can include:

A lack of a singular and/or compelling brand promise

A perceived drop in relevance of service offerings

Ineffective messaging or sales saliency

Off-balance price / value perception

Negative PR, product failures, poor reviews or referrals

What this demonstrates here is that just by taking the first step towards data-conscious brand strategy development with a robust brand health analysis, marketing leaders can identify 5 potential points of focus that will genuinely impact on their offer and ultimately their business growth.

The next stage of the process is to focus on your brand’s value drivers. And that will be the topic of our next article. In the meantime, to find out more about data-conscious brand strategy and how it can revolutionize your marketing, get in touch with us via email or join us on our social media.

The CMO’s Guide to Data-Conscious Brand Strategy – Bringing the Data to Life

mbowen@brandigo.com (Matt Bowen) — Tue, 20 Oct 2020 13:36:23 GMT

Our recent series of content, ‘The CMO’s Guide to Data-Conscious Brand Strategy’ has outlined Brandigo’s pioneering new approach to brand strategy development, where a potent mix of primary data and a creative vision combine for industry-leading results. Data-Conscious Brand Strategy elevates brands above the competition and inspires entire organizations. It cultivates equity—the kind investors, entrepreneurs, and the C-suite fawn over. The kind that leads to real revenue gains and lasting legacies.

Our last two articles focused on two elements of a data-conscious brand strategy that act as foundations, Brand Health Analysis and Value Drivers . For this article, we are going to look at how the data we generate begins to come to life in a meaningful way. A way that inspires internal and external stakeholders alike.

First thing’s first though. If you need a quick reminder on the ins and outs of what Data-Conscious Brand Strategy actually means you can check out this blog here .

It’s Alive!

OK, now that you are all caught up let’s get into how we bring all this valuable data to life.

The first step is to take all the insights gleaned from the research in order to develop a brand platform that is fully supported by the data. This means taking the value driver category that gives your brand the best opportunity to differentiate itself from your competition based on the needs of your market and your brand’s performance in said category.

You will be looking at the value drivers that sit in the ‘delighter’ or ‘critical driver’ categories for this, coupled with what you know your brand does better than the competition. And as we mentioned previously, this methodology can go deeper to help you identify the value drivers that resonate with different stakeholders, geographic regions, age groups, and so on. You are not relying on third-party data or analyst insights that are readily available to everyone, so this approach results in positioning strategies that are unique, authentic, and validated by data.

Step 2 is to distill this down into your Brand Essence. The essence of your brand, usually expressed in a two or three-word statement, is a guiding principle that is instantly recognizable by your stakeholders. It describes the number one emotional reason that your customers choose you and your products or services. And more importantly, remain loyal.

Make it Your Manifesto

Once you have your Brand Essence distilled, you now want to put together your brand’s manifesto, and just as the definition states, this will be your public declaration of your values and aims.

This manifesto is a new kind of mission statement – it’s a content vehicle for outreach, but it’s also valuable internally as a brand rallying cry.

Your brand manifesto can be used in various ways. It can be kept internal, or you can display it on your website. It can be used as a form of employee engagement. It can be created with a typography treatment and placed on your social media channels as an image. Or they can be given to communication partners as a roadmap for developing communication strategies. The bottom line is that it announces to the world what your brand is all about. The reason it exists and what it seeks to achieve. Make it emotional, make it something you and your stakeholders care about and are proud to stand behind.

Shaping Your Narrative

Finally, it’s time to create your own narrative and brand position.

Your brand narrative is a detailed description of who you are as an organization. It incorporates the new brand platform that is based on statistically robust data and truly differentiated from your competition. And it will also speak to the needs of your market. It will be evident across your website, your press releases, social media content, and much much more.

It has to be rooted in reality, otherwise, your stakeholders will see through it straight away. At the same time, it should be somewhat aspirational – giving your brand room to grow. But the beauty of a data-conscious brand strategy is you will have already identified your market’s value drivers and in which aspects your brand is the strongest, empirically so via your own primary data.

Keep it simple. Yes – your brand narrative will be a long-form description of your brand but long doesn’t mean complex. All the best stories are based on a simple premise. What is more, your customers and their perspective, their problems, and how you provide the solution, should be central to it. Make your customers the hero of your narrative and demonstrate how you helped them become so.

Hold Your Position

Finally, it’s time for you to create your brand position. The simple sentence that completely encapsulates why your customers should choose your brand.

Your brand position statement should include 3 key elements:

What your company does

Who you do it for

Why your company is different

Again, although our CMO’s Guide to Data-Conscious Brand Strategy will give you valuable insight as to what the methodology is and why you brand are losing out by not applying it to your brand, we are still only taking a quick peek behind the curtain.

For more expertise and opinion, you can continue to go through all our excellent content , follow our social media , or get in touch with us . We’d love to hear about your brand, your challenges, and how we can work together to apply a data-conscious brand strategy that will set your brand apart and drive growth.

Not Every Brand Strategy is Created Equal.

mbowen@brandigo.com (Matt Bowen) — Thu, 15 Oct 2020 13:55:29 GMT

Research-based brand positioning, personas and messaging is the difference between top performing brands…and all the rest.

We live in a world where content drives everything. Most marketing efforts are centered on content-driven campaigns, and the investment into marketing automation and sales enablement to drive this content is staggering.

But is it really working?

Every new product, every website, every campaign, every press release and every sales pitch should have one, singular purpose: deliver a compelling reason why people should choose your brand over others.

And while your in-house marketing team may be good at execution, if they don’t have a clear understanding of the nuanced needs of your target market, and more specifically, the unique needs that your brand addresses, they are likely wasting time and money with off-base messaging.

The intersection of robust data, insights and creative is where the magic happens, and this should be where organizations make their greatest brand investment to actualize results.

_______________

According to the Harvard Business Review

only 54% of salespeople can clearly explain how their

solution impacts the buyer’s business.

_________________

We’re Brandigo.

Using research and insights to develop brand positioning and creative strategies is nothing new to Brandigo. We were on the forefront, and while other agencies now claim to do it with promises of proprietary approaches, none of them deliver the depth of brand-focused data and insights-inspired creative that we do.

Because when it comes to your brand, left-brained data and insights are only as good as the right-brained strategy and creative they produce. That’s what makes Brandigo different. We call this data-conscious brand strategy.

Data-conscious brand strategy requires a unique approach to gathering the perceptions of your target audiences. We go out and talk to hundreds of your prospects and personas to really get inside their heads. We focus not on the tactical delivery of your products and service or customer satisfaction metrics for your brand, but on the needs of your customers and the emotional value that your products and services deliver. We use this research to create meaningful, audience-specific value narratives for your brand. Our research-based personas are built around rigorous qualitative and quantitative data – not just a handful of conversations. We know that your prospects respond best when you tell them how you’ll make their lives better. We make it emotional.

Why data-conscious brand strategy?

First, primary data is a critical piece of this answer. Why?

It’s unique. Proprietary, primary data that you have commissioned isn’t available to anyone else. That means unlike market reports and analyst data, you have access to insights that no one else does, and this gives you an advantage when it comes to positioning your brand. When brands use the same reports to build strategy, everyone starts to sound the same. Makes sense, right? If everyone is building their brands from the same 3rd party information, you would expect the same conclusions to be drawn when it comes to what prospects want.
It gives you a competitive advantage. Proprietary data allows you to measure the health of your brand versus a set of competitors. Using these insights, you can identify competitive advantages in key value driver areas in the eyes of the market. You can then use this information to develop messaging points that clearly articulate your value proposition, but also where your brand outperforms your competition.
99% of the time, it’s data you don’t already have. Customer satisfaction metrics can be great. Your Net Promoter Score is a nice talking point. But when it comes to data for building a clearly differentiated brand, you need to understand the value drivers of the market – the critical drivers and delighters that are most likely to drive a purchase decision.

Brandigo takes that one step further. We help clients understand the difference between the most important drivers of purchase decisions (values) and the types of messages that are most likely to inspire prospects to take a closer look at your brand.

Next, the shopping behaviors of humans can be a tricky thing. What they say is important is often much different from what their actions show us. By looking at the difference between their stated importance (what they say) and their derived importance (what they actually do), Brandigo is able to build positioning and messaging strategies that tap into both the conscious and subconscious needs of your customers and prospects.

This isn’t as easy as pulling out a data point and calling it a value proposition. It takes a creative approach to interpret your data in order to craft a unique story that ties back to your brand’s most important value drivers.

Brandigo delivers the left-brained expertise of a seasoned research firm with the right-brained creativity of an inspired strategy and communications agency.

The bottom line.

At the end of the day, you want your brand to be, not just different, but valuable to your target audiences.

Find your unique place in the market and the value you deliver to customers and build a creative strategy for messaging it and create a visual identity that sets you apart in your market.

(primary data) + (strategic insights) + (creative inspiration) = brand differentiation

This is the essence of data conscious brand strategy.

Volvo has safety.

Apple thinks different.

BMW has the ultimate driving machine.

And Brandigo is data conscious brand strategy.

Data conscious brand strategy is a critical driver for moving your brand forward. The strategic direction delivered will serve as strategic guardrails for executive teams, sales, human resources, operations, R&D, and of course, marketing.

We’d love to tell you more.

Why is Brand Strategy an M&A After-thought?

mbowen@brandigo.com (Matt Bowen) — Wed, 23 Sep 2020 14:00:59 GMT

2018 was a big year for merger and acquisition (M&A) activity, with reports suggesting that in the first three quarters of the year alone, deals worth $3.3 trillion were hammered out, the largest amount since records began . But with so much on the line, and with some of the world’s best business brains having a role, why does it take so long for marketing and brand strategy specialists to be brought in?

One of the notable points raised in Deloitte’s M&A Trends 2019 report is the fact that 23% of dealmakers believe that effective integration is the key to a successful M&A transaction. We would argue that this figure is shockingly low.

As Matt Bowen , Brandigo’s very own President North America, pointed out in an article he recently authored for the Journal of Brand Strategy , the crux of any M&A project is bringing multiple parties together for a common goal, all of which will have their own existing views and values. The challenge is to be able to move quickly enough in order to take advantage of the new opportunities the merger has created, as well as satisfying the demands of existing customers, while at the same time bringing together two or more organizations that were, until recently, distinctly separate operations.

Integral to getting all of the above right is creating a single vision, brand and purpose, and successfully communicating this to the new post-merger entity. Yet as we see in the Deloitte report, for most M&A activities this is the part that most company directors believe they can set aside for later. Crazy when you think about what’s at stake or what can potentially be gained!

Matt recently advised on an M&A project that got this right, bringing together three existing healthcare industry companies and creating an emotional, clear brand that everyone within the new organization were happy to get behind. This was done by creating a clear and concise brand strategy that was applied effectively despite the usual challenges and under considerable time constraints.

As I mentioned above, Matt recently authored an article for the Journal of Brand Strategy and the case study of Matt’s experience with the healthcare industry M&A and subsequent brand strategy he helped to create with the clients is the main focus of the piece.

You can find out more of Matt’s thoughts on effective brand strategy and its positive impact on M&A activity, and read the case study for yourself, by downloading a PDF of Matt’s article below. Once you’ve had a chance to read it, we’d love to hear what your thoughts are by either leaving a comment or via our social media. Let us know what you think.

A big thank you to the Journal of Brand Strategy for allowing us to republish the article here.

Can A Brand-led China Marketing Strategy Be Effective?

mbowen@brandigo.com (Matt Bowen) — Wed, 23 Sep 2020 13:58:56 GMT

Recently published reports in the B2B marketing world have spoken of the power of brand marketing, creativity and storytelling. But for a China marketing campaign or brand strategy does the same hold true?

Here at Brandigo, we have always believed in the power of stories. We blogged in December about how B2B marketing professionals should be incorporating brand experiences that allowed them to tell their story in an engaging, authentic way into their brand strategy. More recently, we discussed how leading-edge sales enablement technology like Showpad helps brands http://blog.brandigo.com/brandigo/using-the-latest-marketing-technology-to-tell-your-story.

A study published earlier this week in Marketing Week based on research conducted by the magazine and our e3 Network colleagues, The Marketing Practice , brings the topic of B2B marketing and storytelling into focus again, largely drawing the same conclusions we did, that B2B marketers need to invest in creativity and storytelling just as much as our B2C cousins.

But for marketers tasked with implementing an engaging and effective China marketing strategy, a unique, diverse, dynamic environment that can challenge the usual thinking on most business issues, does brand-led marketing have the same impact?

This is the question I have been asking around the office for the last couple of days. And as you’d expect from the Brandigo team, the opinions might differ slightly but they are all equally well thought out and reasoned.

One interesting viewpoint came back from Kadri , one of our talented Senior Account Execs. She said, "B2B advertising is often rational rather than emotional. From what I've experienced so far, modern B2B marketing in China still means trade fairs, freebies and good old guangxi. Of course, it's very digital, but the storytelling aspect seems to be an afterthought.” One of the reasons for this that Kadri posits is that local managers don’t always have enough organizational power to lead a bold, local agenda.

For what it’s worth I completely agree with Kadri that a lot of China marketing continues to be more ‘traditional’ B2B. But as Mike , our China President noted, this also represents an opportunity. He commented’ “I think B2B marketers have known all along that it is great stories and emotion that connect people - whether they be consumers or an R&D specialist inside a hardcore B2B operation. Here in China, there is an incredible opportunity for brands willing to be contrarian and stand out in their markets - they just need to take that bold step.

“One critical takeaway from recent research is that B2B brands should send half of their spend on brand building, and the other half on activation - such as lead generation. Emotions and differentiation are an incredibly important part of B2B decision making.”

The point that Mike is making isn’t just theoretical either. A case in point is a recent Brandigo project for the UK Government’s Food is GREAT campaign which took the bold step of creating a series of experiential activations in China that told the story of UK Gin. The campaign attracted a whole new audience of Chinese F&B professionals, buyers, influencers and decision-makers who had previously little to no experience of UK craft gins but who bought into the stories and heritage of the brands involved and really engaged with Food is GREAT initiative as a whole.

So is brand-led marketing and storytelling important? Obviously yes. Is this true for China marketing? The answer to that is yes as well. Are all B2B marketers in China trusting in their creativity and taking advantage of this for their own brand strategies? Not yet but here at Brandigo will keep pushing the agenda and making sure that we add maximum value to our clients’ China marketing spend by looking at long-term brand building as well as short term sales gains. We do love the journey as well as the destination!

mbowen

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10 Brand Strategy Metrics CMOs Should Track

10 Brand Strategy Metrics CMOs Should Track

What are the most important branding KPIs

1. Brand Health Measurement

2. Share of Voice Analysis

Net Promoter Score Tracking

4. Customer Acquisition Costs

Hidden Costs to Watch For

Tools to Improve CAC

Industry Standards

The Role of Privacy and AI

5. Customer Lifetime Value

How to Calculate CLV

Industry Averages

Tools for Better CLV Tracking

Real-World Example: Starbucks Rewards

The Role of Data Quality

6. Website Conversion Rates

﻿ Industry Benchmarks

Mobile vs Desktop Performance

Key Performance Indicators

Speed's Impact on Conversions

AI-Driven Improvements

Tools for Tracking

Content and Brand Alignment

7. Social Media Performance

Platform-Specific Benchmarks (2024 Engagement Averages [2][4]) ﻿

Key Metrics to Watch

Connecting Social Metrics to Conversions

Leveraging AI for Better Engagement

Practical Example: Sentiment Analysis in Action

Tracking Content Performance

8. Marketing ROI Measurement

Three-Tiered Measurement Framework

Advanced Attribution Models

Industry-Specific ROI Benchmarks

AI-Powered ROI Prediction

Brand Health's Influence on ROI

9. Lead Conversion Success

Key Metrics for Conversion Success

The Role of Advanced Lead Scoring

Testing for Better Results

Calculating the True Cost of Conversion

10. Brand Value Assessment

Core Components

Real-World Examples

Three-Phase Measurement Approach

Connecting Brand Value to Growth

Current Trends in Valuation

Tools and Methods Comparison

Enterprise vs. SMB Solu tions

Combining Methods for Better Accuracy

AI-Powered vs. Human Analysis

Integration Capabilities

Balancing Costs and Benefits

Focus on Real-Time Monitoring

Key Takeaways

Strategic Implementation by Business Phase

Data-Driven Success Factors

Technology Integration Impact

Cross-Functional Communication

Future-Proofing Your Metrics

Risk Mitigation

AI is a Valuable Tool. But It Shouldn't Be Your Head of Brand Strategy.

Industry Benchmarks

Platform-Specific Benchmarks (2024 Engagement Averages [2][4])

But It Shouldn't Be Your Head of Brand Strategy.

• AI lacks emotional depth : 95% of purchasing decisions are driven by emotion, which AI struggles to replicate.