But one of the many lessons we’ve learned recently is that the world can change—dramatically—in the blink of an eye. And at a time when purchase decisions can be driven largely by brand values instead of the product itself, it’s vital to communicate what your brand stands for in a way that resonates with your customers—so understanding their perceptions about your brand is key. And the way to get there is with brand health tracking, a method of measuring the overall strength of your brand and tracking it over time.
We’ve released a new white paper to help you do just that.
Authored by our behavioral science lead and Director, Strategy April Huff, PhD, The Road to a Happy and Healthy Brand outlines methods for measuring, monitoring, and analyzing your brand’s health to garner valuable insights about your brand as well as perceptions about your competitors, your industry, and your positioning with both. The paper also provides clear steps on how to apply what you’ve learned to your marketing strategy so that you can make the right decisions at the right time.