OKR stands for Objectives and Key Results. It is a John Doerr construct renaming and tweaking Andy Grove’s MBO or management by objectives. John and Andy were big deals back in the 90s and aughts. Measurement is always a good idea. And performance against objectives is marketing.

OKRs, according to Wikipedia, are best when the success rate is 70%. The thinking being, if success is 100% the objective are too easy.

In my business the framework for brand strategy is a Claim and Proof array: one claim, three proof planks. If we think about the brand claim as the objective (a business winning value) and the proof planks as the results (activities that support the claim) we have a way to begin to measure brand strategy success — getting us a little closer to the notion of return on strategy or, acronym baton please, ROS.

While OKRs are internal business measures, ROS is a consumer-focused measure best derived from attitudes and beliefs. The degree to which a consumer can play back your brand claim, e.g., Coke Is Refreshment and proof of that claim, e.g., cooling affect on a hot day, or the bite of the cola bean – are measures that can be tracked to sales. Brand attitude trackers, when tied to sale, are how we build brands. It’s how we measure brand success.