A brand is more than a brand name, a trademark, or a pretty logo. A brand is a container of trust between a person and the brand owner. That trust is not static. Like any relationship, it moves through time and is shaped by our experiences. You may have trusted one brand last year, but then something happened to erode that trust and today you might think twice before buying that brand again. So how do we measure the value of a brand to capture this fluid, living, breathing trust relationship?
We see brands as complex living systems. When people have brand experiences that form positive memories, the brand gains value. This concept of a brand having value one person at a time is intuitive, but philosophical. Our vision for the future of brand valuation takes that concept into mathematical reality. The enabler of this possibility is data – big data. Companies are merging and mining data they collect on customer interactions on their website, in social media, at the point of sale, on mobile apps, through call centers, from third parties and elsewhere. While this data already has many uses, we envision another use: to feed a live brand valuation model.
Our brand valuation framework turns brand valuation inside out by putting the customer at the center. This framework enables you to understand what drives your brand value, measure the benefits of designed moments to enhance customer experience, and make better strategic decisions about your brand-enhancing investments, whether in marketing, innovation, or operations.
When brands provide more value to customers, everyone wins -- customers, brand owners, and society at large.
We see brands as complex living systems. When people have brand experiences that form positive memories, the brand gains value. This concept of a brand having value one person at a time is intuitive, but philosophical. Our vision for the future of brand valuation takes that concept into mathematical reality. The enabler of this possibility is data – big data. Companies are merging and mining data they collect on customer interactions on their website, in social media, at the point of sale, on mobile apps, through call centers, from third parties and elsewhere. While this data already has many uses, we envision another use: to feed a live brand valuation model.
Our brand valuation framework turns brand valuation inside out by putting the customer at the center. This framework enables you to understand what drives your brand value, measure the benefits of designed moments to enhance customer experience, and make better strategic decisions about your brand-enhancing investments, whether in marketing, innovation, or operations.
When brands provide more value to customers, everyone wins -- customers, brand owners, and society at large.
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