Failing brands need media measurement most of all. Measuring can determine if a brand has forgotten its values. Or we could measure to see if a brand is overestimating its own importance. Some brands are guilty of branching out too far and measurement can tell you if people view your brand as being in the wrong category or if they think a brand is behaving deceptively. Fatigue can be readily measured when a brand fails to be creative or innovative.
For many brands, failure coincides with not measuring at all – you weren’t watching what was happening. Brands must stay relevant. They need to measure consumer patterns, competitor positions, market evolution, and cultural trends.
This sort of measurement doesn’t need to be complicated. Look around periodically. Train yourself to use data to develop insights to lift your struggling brand up again.
Happy to help.
Let’s talk about being insightful.
Debi Parcheta, BlueVision® Media Measurement