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.

90%

2. 8hours per dayon 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 onlinereviews

88%

60hours a week

consuming content

150times a day

checking theirphones

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 agree95

76

62

8%

%

%

%

%

2 Digital Distress study from Adobe 2013

Vivaldi Partners Group

COMPANIES ARE NOT ADAPTING FAST ENOUGH

Vivaldi Partners GroupBrand Power Score 4

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 GroupBrand Power Score 5

DO YOU MEASURE THE STRENGTH OF YOUR BRAND WHEN IT REALLY MATTERS? TRY OUR THREE STEP APPROACH:

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.

1 2 3

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