Better Brand Health: The case for brand health tracking
This is a speed read version of Jenni Romaniuk’s book “Better Brand Health”.
It is a foundational piece for our brand health tracking here at Bamboozled. Hopefully this series is a nudge to reading it yourself (as there’s no replacement for that) or speaking to us here about it.
Our first chapter is a brief, but important one – The case for Brand Health Tracking”. Click here to watch the short video version.
Jenni kicks off the book by outlining the case for Brand Health tracking. After all, it is expensive, time consuming & too often results in overblown PowerPoint decks with little insight – so why do we even bother?
In simple terms, the case for Brand Health Tracking is this…While ultimately the success of our endeavours is revealed in buying behaviour, the initial battle is fought in the minds of category buyers. This battle is invisible, but, with the right crafting, a brand health tracker can provide a useful window into the mind of the category buyer. Without it, you’re flying blind.
Unfortunately, most current brand health tracking available falls into 3 camps. They’re either:
- Measuring the wrong things
- Measuring the right things in the wrong way
- Are poorly interpreted
This book takes us back to basics in an effort to build a more efficient, effective, concise and evidence based brand health tracker.
Our next section in this speed review “Applying the laws of growth to Brand Health Tracking”. Stay tuned for that.
In the meantime, if you are interested in hearing more about how we approach Brand Health Tracking then…
Read: https://lnkd.in/eKwpufhD
E-mail: rich@bamboozled.co
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