What Creatives Want From Strategists (And Brand Tracking 101) - James Hurman, once the world’s number 1 planner
Sweathead, A Strategy Podcast
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Understanding Brand Metrics
This chapter delves into measuring brand awareness, consideration, and preference through different questioning strategies. It highlights the importance of actionable data over hypothetical inquiries and discusses real-life case studies like Qantas and McDonald's to illustrate challenges and successes in brand perception. The conversation stresses the value of brand tracking as an essential tool for marketers to navigate consumer sentiments and enhance long-term growth.
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