Do you know your BPS

2 Brand Power Score Today, consumers swipe once to plan a blind date, twice to order a four-course meal.. 3 Brand Power Score Marketers need to respond.. For the brand to influence cons

2

Brand Power Score

Today, consumers swipe once to plan a blind

date, twice to order a four-course meal

The 1,440 minutes of their day is splintered into

hundreds of bite-sized moments They zigzag

to do what they want or need to do, like bumble

bees pollinating plants and flowers

They are truly Always-On Consumers, adaptive

and connected They change their behaviors

faster and adopt technologies earlier than

companies

2 8hours per day

on the mobile phone

Consumers on average own four digital devices & spend 60 hours a week consuming content across them They spend 2.8 hours per day on their mobile phones (up from 0.4 hours per day

in 2010), checking them over 150 times a day

They look up information while in the middle of another task Consumers trust online reviews as much as personal recommendations 1

1 http://www.nielsen.com/us/en/insights/reports/2015/global-trust-in-advertising-2015.html

smart phone users multi-task

trust online reviews

60

hours a week consuming content

150times a day

checking their phones

Vivaldi Partners Group

CONSUMER BEHAVIOR

IS CHANGING FASTER

THAN EVER

3

Brand Power Score

Marketers need to respond

Most companies react too late, because marketers

are ill-equipped to understand and respond to the

Always-On Consumer

For the brand to influence consumer behavior in

context, marketers need a new way to understand

the strength of their brand.

of executives believe that their organizations are customer-centric

of marketers think that marketing has changed more

in the past two years than in the past 50 years 2

of customer experience experts participating in a recent Forrester conference say that customer experiences are differentiated

of marketers are prepared to market to the micro-moments

in which consumers search, buy and live according to a study by Forrester commissioned by Google

of their customers agree

95

76

6 2

8

%

%

%

%

%

2 Digital Distress study from Adobe 2013

Vivaldi Partners Group

COMPANIES ARE NOT

ADAPTING FAST ENOUGH

Vivaldi Partners Group

Measuring brand performance needs to happen:

• at the moment of choice, not afterwards

• in real-life contexts, not at a computer

• by replicating real-life choices, not

improbable scenarios

The BPS or Brand Power Score is the measure of

a brand’s power to influence behavior in context, within specific moments of consumers’ path to purchase

The BPS ranges from –100 to +100, not unlike the well-known net promoter score (NPS).

But unlike NPS, which measures a consumers’

willingness to recommend a product or service, the BPS measures the actual results or outcomes that marketers want to achieve – consideration, purchase or loyalty.

A NEW WAY OF MEASURING

THE BRAND IS THE FIRST STEP

TOWARDS BRAND LEADERSHIP

INTRODUCING THE BRAND POWER SCORE

Read up on 29 reasons why marketers should demand more from their brand trackers,

by Branding Strategy Insider: http://bit.ly/20XEFqj

Vivaldi Partners Group

DO YOU MEASURE THE STRENGTH OF YOUR BRAND WHEN IT REALLY

The first step is to capture the

moments that matter to consumers,

moments of need or want Google

calls them micro-moments McKinsey

calls them contextual interactions

Facebook calls them simply moments

Forrester calls them intent-rich

moments And Vivaldi calls them the

episodes of daily life.

At Vivaldi, we recommend a unique

sampling procedure that measures

demand in-situe and in the moment

or episode as the needs or wants

arise during the course of the day.

At Vivaldi, we use an innovative choice modeling approach that is implemented for mobile devices and that allows consumers to state their choices through simple swipes and a few clicks.

At Vivaldi, we measure based on comprehensive frameworks and models

of branding developed by Prof Kevin Lane Keller’s brand resonance model and our CEO Erich Joachimsthaler’s branding and brand equity work.

CAPTURE THE MOMENT MEASURE THE ACTION ASSESS THE BRAND STRENGTH

The second step is to measure the outcomes or results that the brand aspires to achieve in these moments, whether it is striving to achieve attention, consideration or preference, or purchase.

The third step is to measure the key dimensions of the brand equities, the industry or category drivers, and key customer considerations.

DO YOU MEASURE THE POWER

OF YOUR BRAND IN DRIVING

ATTENTION, PREFERENCE, OR CHOICE

ALONG THE WAY CONSUMERS

SEARCH, SHOP AND BUY?

Connect with us if you would like to have a conversation about how you track your brand

Seth Traum

Vivaldi Partners Group

T 212 965 0900

E STraum @ vivaldipartners.com