The CMO’s Guide to Data-Conscious Brand Strategy – Value Drivers
Matt Bowen • November 18, 2020
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.
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.
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, 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.
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.
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.