Effective communications to build your brand
Today’s consumers are bombarded with a multitude of messages. Capturing attention so that messages are absorbed, evaluated and then used to make brand choices is a greater challenge than ever. We know that to win in the long-term, brands must be integrated into memory as these memories inform brand choices. Yet this is often overlooked with measurement focused on the short term business objectives.
We measure the potential of communications to strengthen the equity of the brand by assessing the communication’s ability to capture attention, evoke personal affective associations, and to anchor the brand in a person’s current goals or broader belief system. Campaigns that are strong on these dimensions will lead to a stronger brand and drive brand growth.