The Analytics Power Hour #264: When the Analyst’s Toolbox Includes Assessing the Zeitgeist with Erika Olson
Feb 4, 2025
In this engaging discussion, Erika Olson, co-founder of fwd., shares her expertise on brand strategy, drawing insights from her work with major brands like Nike and L'Oréal. She highlights the challenges of quantifying brand effectiveness when data is lacking and emphasizes the importance of intuitive judgment and cultural context. The conversation touches on the shift towards 'quiet luxury' in branding, the necessity of authentic brand strategies, and the evolving consumer narratives that influence marketing decisions. Erika's real-world examples illuminate these complex topics beautifully.
AI Snips
Chapters
Transcript
Episode notes
Building Effective Brand Trackers
- Build brand trackers on a defined strategy, not vague terms.
- Focus on specific, actionable metrics like "Is this brand cool?" instead of broad terms like "trust".
Coach's Gen Z Strategy
- Coach successfully targeted Gen Z by tracking specific metrics like coolness and social media presence.
- This approach proved more actionable than tracking vague metrics like "trust" or "loyalty".
Actionable Metrics
- Tracking broad metrics like "trust" over long periods offers little actionable insight for marketers.
- Sales data and current performance provide more relevant indicators of a successful strategy.