The marketers of today’s most successful brands must overcome tough challenges and answer pivotal questions such as…
“How can we achieve incremental growth?”
“How do we maintain leadership in our category?”
“How do we reverse a decline?”
In order to address these challenges and questions, marketers must first understand the two components that define brand strength — Relevance + Momentum.
TogetherRelevance+Momentum define a brand’s strength and its ability to drive consumer behaviors that create TOPLINE GROWTH.
How well a brand builds recognition/unaided awareness and moves people through funnel stages to purchase.
The degree to which people affiliate with a brand. In other words, whether a brand “gets them” and earns their trust.
The extent to which a brand is seen as unique and offers something that other brands don’t.
How active a brand appears via growth and innovation efforts.
How much credit people give a brand for its stance on key social and environmental issues.
How well a brand builds recognition/unaided awareness and moves people through funnel stages to purchase.
The degree to which people affiliate with a brand. In other words, whether a brand “gets them” and earns their trust.
The extent to which a brand is seen as unique and offers something that other brands don’t.
How active a brand appears via growth and innovation efforts.
How much credit people give a brand for its stance on key social and environmental issues.
