Everything we do in marketing has to support objectives and strategies (obs and strats). Similarly, everything we do in the brand building needs to support brand strategy. A well-designed brand strategy (one claim, 3 proof planks) is inexorably linked to obs and strats; therefore brand strategy is measurable.
So how does one measure brand strategy?
The easy answer is to conduct periodic quantitative studies of attitudes and then marry that attitude data against key performance indicators, such as sales, transactions, utilization — things that generate revenue.
Unlike ROI which maps, say, an ad spent to income generated, Return On Strategy (ROS) measures attitude swings against revenue. That’s why brand claim and the proof planks must be embedded in obs and strats.
Tink about it as my Norwegian aunt used to say.