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2min chapter
What Creatives Want From Strategists (And Brand Tracking 101) - James Hurman, once the world’s number 1 planner
Sweathead, A Strategy Podcast
Understanding Brand Tracking: Measuring Awareness and Preference
This chapter explores brand tracking, detailing its purpose and the methodologies used to measure brand awareness through surveys. It highlights the transition from periodic assessments to a continuous, data-driven approach for monitoring brand performance in real-time.
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