When it comes to brand strategy, most say it is hard to measure. I beg to differ. With the proper brand strategy framework – claim and proof — measurement is easy. Albeit expensive. There’s a fairly common research methodology called Usage and Attitudes. Well, when measuring brand strategy, I suggest an Attitudes and Evidence Study is more appropriate. Leave usage for more product specific work.
Quantitative research into consumer attitudes about a brand and key competitors is part one of the A and E Study. Part two is the evidence that forms those attitudes – the memorable proofs underlying those attitudes. Diving into the “whys” attitudes are formed is the domain of the brand strategist.
When one hospital is believed to offer superior cariology care to another, it is the evidence is that sets the bar. It’s not marketing words like “innovation” or “caring doctors” or “cardio procedure” gobbledygook. When a restaurant is deemed to have superior flavors, it is the evidence that provides the proof. James Beard Awards. Nationally renowned chef. Unique technique.
Research that uncovers the evidence behind the attitude is what is measurable. It’s the science behind the strategy. Once these metrics are established and logged, then usage and sales can be overlayed. And the real fun begins.
Brand strategy measures are primordial. They shouldn’t be add-ons.