In the Changemakers, we try to cover the broad subject of creativity in B2B from as many angles as possible, and we’ve covered quite a few so far. But one thing we haven't dived into too much until today is the brand measurement and tracking side of things.
Emilia is the Founder of Pebble Strategy and has a wealth of experience in all things B2B brand planning, market research and particularly brand tracking. We chat to her about some of the do's and don'ts in this area. We discuss things businesses in their early stages or niche businesses should be aware of, especially those who struggle to measure the impact of their brand in their market. So we talk about different tactics and approaches to brand tracking that can help businesses perform better.
Towards the end, our strategy director, Alex Waite, shares his perspective on how to take all that amazing brand tracking data and turn it into something tangible and actionable to drive your business forward.
Don’t miss out, this is a really good episode, full of insightful nuggets!
Timestamps:
00:00 - Introduction: Meet Emelia Rallapalli, brand measurement expert.
05:10 - Why B2B leaders should think of brand as behaviour.
11:15 - The importance of brand tracking for marketers.
15:40 - Key brand metrics to track: Awareness, consideration, preference, and usage.
19:00 - The value of qualitative customer research for emerging companies.
25:00 - Making the case for brand building to leadership: Share of voice vs. share of market.
29:00 - Educating CEOs and CFOs about marketing science.
37:25 - The power of creativity in B2B.
42:00 - Dave and Alex intro
43:00 - How to use brand tracking to see if your strategy is working.
50:45 - Category entry points and brand tracking.
56:45 - Closing remarks and a preview of BYOB, Shaped By's virtual summit.
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