Most brand tracking is designed for market leaders and that is a problem for challenger brands because they don’t behave like market leaders. They are successful because they share an ambition to win by being disruptive, proactive and making distinctive emotional connections. Our approach to challenger brand equity measurement has been designed to reflect these characteristics.
Like all good challenger brands, our approach to measuring their equity is more lean and agile than the market leading competition. Through developing propelling questions, short surveys and smart analytics we provide more for less.
Equity Measures with a Strategic Purpose
Challenger Brand Equity measurement delivers insight that helps to inspire better brand and marketing strategy. It both integrates with category segmentation and aligns with your brand’s positioning. Outcomes help to inform and shape, messaging & communications, and proposition & experience development.
Perceptive questioning techniques
We have turned to neuroscience and behavioural economics to develop implicit questioning techniques that reflect how we think, to better understand what challenger brands mean to people in terms of their all-important distinctive assets; and non-verbal graphic questions to assess emotional closeness (and fit with core need states) that often guide consumer decision making even in the most rational categories.
Smart analytics: Incisive output
Our 5Ms model combines the elements that a challenger brand needs to succeed: Memorability; Meaning; M-Pathy; Momentum and Magnetism. The core delivery is a one-page framework summary of where your brand stands versus its immediate competitors supported by astute diagnostic analysis.
Our focus is on providing delivery that fits with challenger brands, so we don’t recommend continuous tracking or duplicating market measures that can be found elsewhere. Insitead we deliver a pragmatic, lean, modular measurement tool that focus on measures relating to the success of challenger brands.