Strategic Brand Equity Enhancement

The financial case for brand strategy: Why CFOs should care. Branding isn’t just about looking good.* It drives real financial impact (* if done strategically) Yet, many companies still see it as a cost rather than an asset that increases enterprise value, reduces waste, and boosts profitability. Here’s what most businesses get wrong: - They see branding as expense, not an investment. - They focus on short-term lead generation over long-term equity. - They underestimate how much a strong brand lowers acquisition costs, improves pricing, reduces churn and attracts talent. Here’s how: 01 - Brand Strategy Increases Market Value: Brands are intangible, but they drive real financial value. Today, 80–85% of the S&P 500’s market value comes from intangibles like brand equity. Corporate reputation alone is worth $16 trillion globally. Companies with strong brands deliver 2× higher shareholder returns over 20 years than the MSCI World Index. Why? A strong brand builds trust, reduces risk, and increases pricing, partnerships, and M&A leverage. 02 - A Strong Brand Lowers Marketing Costs: Weak brands must pay to be noticed, they have to keep buying attention…spending millions on ads and lead gen. Strong brands generate attention. Tesla, for example, spends $0 on traditional ads, while competitors spend $495 per vehicle sold. Tesla’s brand, combined with a touch of Elon, drives WOM, earned media, and loyalty...saving hundreds of millions in marketing costs. (And yes, I know it works both ways, for better or worse) 03 - Branding Improves Profit Margins & Pricing Power: A strong brand lets you charge premium prices and avoid price wars. Apple sells iPhones at 40%+ gross margins, while competitors struggle, even with similar hardware. Why? Customers aren’t just buying a product, they’re buying into a brand. Data shows: - Consumers pay 11% more for trusted brands. - Brand-loyal customers pay 38% more, even price-sensitive ones pay 14% more. - Without strong branding, companies must compete on price alone. 04 - Strong Brands Retain Customers Longer: Retention is one of the biggest profitability drivers. It costs 5× more to acquire a new customer than to retain one. A 5% increase in retention boosts profits by 25–95%. Brand loyalty reduces churn, increases lifetime value, and creates repeat buyers without ads spend. 05 - Resilient Brands Outperform in Crises: In downturns, weak brands suffer revenue losses and resort to discounting. Strong brands hold their value & recover faster. During 2020, while most businesses struggled, the top 100 most valuable brands grew by +5.9%. A well-built brand acts as financial insulation, stabilising revenue. The Hard Truth: A strong brand isn’t a luxury, it’s a financial strategy. If your CFO still sees branding as a cost center, send them this. Sources: McKinsey, Interbrand, BrandZ, Bain & Company, Nielsen, Kantar, Invesp, Unilever, Tesla, industry reports on brand valuation, CAC, and shareholder returns.

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

Have written about it in the past too, but strength of a brand cannot be measured by vanity metrics like number of award winning commercials, social media engagement/following or what other marketers think about the brand Here are 5 hard measurable business/marketing metrics which will tell you how strong your brand is 1. Price Elasticity of Demand: This is the measurement of change in demand with respect to the Price Elasticity= Percentage Change in Demand/Percentage Change in Price If you have a strong brand, you will have a lower price elasticity. Ideally as brand strength grows, the price elasticity should keep reducing 2. Contribution of Discounted Sales: Every brand has a standard market operating price( which could be MRP in few categories). And brands also have some sales through consumer discounts which are over and above the MOP Discounted Sales Contribution= Sales Volume with Discounts/ Total Sales Volume If you have a strong brand, the contribution of discounted sales will be lower. The ability to have more sales at the market operating price is a sign of a strong brand 3. Performance Ads Driven Sales: Every brand will have some organic sales( brand searches, repeats, Marketplace SEO etc) and some paid sales( Amazon ads, Google/FB ads) Performance Ads Driven Sales Percentage= Sales due to ads/Total Sales If you have a strong brand, the contribution of ads driven sales will be lower. A strong brand has higher repeats, higher brand searches and rank organically on top for generic searches on marketplaces 4. Performance Ads Driven Visitors: On the D2C website as well as marketplace listings, brands get both organic( brand searches and SEO) and paid ( Amazon Ads, Google/FB ads) visitors While the previous metric of ads driven sales is difficult for overall attribution( people clicking on ads to come to D2C website buys organically from marketplace is common), this is a easier metric to calculate Percentage of Performance Ads Driven Visitors= (Ads driven visitors on Marketplaces+ Ads driven visitors on D2C)/ (Total Visitors on Marketplaces+ Total Visitors on D2C) As brand strength grows, percentage of ads driven visitors should keep reducing 5. Share of Spends/Market Share: Share of spends in a category is the marketing spends done by the brand as a percentage of spends done by the entire category in a year. If a brand has a higher market share than share of spends, it means 2 things - Higher Conversion Rates & More Efficient Marketing Engine - High Baseline Sales When brands start, they would most likely have higher SOS than market share( as baseline is 0). But as brand strength grows, this number should be lower Strong brands should result in strong businesses. Done right, Investment in Brand Building always pay off financially. It means stronger brands are less reliant on performance marketing, discounts and can increase prices without drop in volumes.

𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟮: 𝗕𝗿𝗮𝗻𝗱 𝗘𝗾𝘂𝗶𝘁𝘆 - 𝗛𝗼𝘄 𝗗𝗲𝗲𝗽 𝗶𝘀 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱'𝘀 𝗟𝗼𝘃𝗲? Greetings, marketing maestros! We established the power of Consumer Personas in the last episode. Now, let's turn that understanding into brand adoration! Today's jargon buster tackles 𝗕𝗿𝗮𝗻𝗱 𝗘𝗾𝘂𝗶𝘁𝘆 – a fancy term that essentially asks: how much love is there for your brand? Imagine you're at a party, and your ideal customer (your Consumer Persona) is there. But are they just politely acknowledging you, or are they raving about you to their friends? Brand Equity reflects how much your target audience values your brand compared to competitors. It's the difference between a passing glance and a lifelong fan. 𝗪𝗵𝘆 𝗶𝘀 𝗕𝗿𝗮𝗻𝗱 𝗘𝗾𝘂𝗶𝘁𝘆 𝘀𝗼 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁? 𝗣𝗿𝗲𝗺𝗶𝘂𝗺 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗣𝗼𝘄𝗲𝗿: Strong brand equity allows you to command a higher price for your products or services. Think of it as the celebrity effect – people are willing to pay more for something they truly love and admire. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗟𝗼𝘆𝗮𝗹𝘁𝘆: Customers with a strong emotional connection to your brand are more likely to be repeat buyers and advocates. They're the ones singing your praises from the rooftops! 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: A beloved brand requires less marketing muscle. When your brand has equity, word-of-mouth recommendations and brand loyalty do a lot of the heavy lifting. 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗟𝗼𝘃𝗲 𝗡𝗲𝘀𝘁: Here's how to cultivate brand equity that makes your customers swoon: 𝗗𝗲𝗹𝗶𝘃𝗲𝗿 𝗼𝗻 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗣𝗿𝗼𝗺𝗶𝘀𝗲: Be the brand you say you are. Consistency is key – walk the walk, not just talk the talk. 𝗣𝗿𝗼𝘃𝗶𝗱𝗲 𝗘𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀: Every interaction with your brand should be delightful, building trust and positive associations. It's all about creating those unforgettable "wow" moments. 𝗙𝗼𝗿𝗴𝗲 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀: Don't just sell products, tell stories. Connect with your audience on a deeper level, evoking emotions and building a sense of community. 𝗕𝗿𝗮𝗻𝗱 𝗘𝗾𝘂𝗶𝘁𝘆 𝗛𝗮𝗹𝗹 𝗼𝗳 𝗙𝗮𝗺𝗲: Think of iconic brands like Apple or Patagonia. Their strong brand equity allows them to charge a premium and have fiercely loyal customers. People don't just buy their products; they identify with the brand's values and what it represents. 𝗥𝗲𝗺𝗲𝗺𝗯𝗲𝗿: 𝗕𝗿𝗮𝗻𝗱 𝗘𝗾𝘂𝗶𝘁𝘆 𝗶𝘀 𝘁𝗵𝗲 𝘂𝗹𝘁𝗶𝗺𝗮𝘁𝗲 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝗴𝗼𝗮𝗹. By consistently delivering value, forging emotional connections, and exceeding customer expectations, you can build a brand that your audience not only recognizes, but truly loves. Like and share if you found this episode equitably insightful! #JargonBusters #BrandEquity #Branding #Marketing Stay tuned for Episode 13: Brand Salience - Standing Out From the Crowd. We'll explore the art of making your brand unforgettable in a sea of competitors.

I had the opportunity to write an article for WARC that introduces the 5Bs framework from "Aaker on Branding, 2nd Edition" and provides an overview of the structure and guidance it gives to managing a brand. It also addresses the modern challenges brands face such as hyper-dynamic markets, information overload, clutter and skepticism. Below are the key takeaways from the article: 👉🏻 BRAND EQUITY is a strategic asset requiring coordinated management. Brands drive an organization's health and growth, as stronger brands create more strategic opportunities. The brand equity leadership team must perform three key tasks: understand the brand’s role in current and future organizational strategies, ensure that short-term demand marketing leverages rather than dilutes brand equity, and coordinate the brand-building efforts across all 5Bs. The 5Bs must work seamlessly together, sharing insights and strategies, because weakness in one will affect the others, necessitating strong cooperation and communication across various functional and geographic silos. 👉🏻 The focus in branding has shifted from simple brand preference to BRAND RELEVANCE, meaning managers must make their brand visible and credible in its specific context to be considered by consumers. 👉🏻 BRAND IMAGE encompasses all the associations people have with a brand, influencing customer relationships and organizational culture, and requires a clear brand vision supported by pillars that differentiate and resonate with customers. 👉🏻 Cultivating BRAND LOYALTY is paramount, as retaining existing customers is significantly more cost-effective than acquiring new ones. Loyalty is deepened when customers buy into the brand's promise beyond mere transactions, feeling self-expressed, socially tied, or emotionally attached, potentially even joining brand communities. 👉🏻 Brands are rarely built in isolation; rather, the BRAND PORTFOLIO plays a vital role in enhancing a brand's relevance, image, and loyalty. Other brands within the portfolio, such as endorser brands, sub-brands, and co-brands, can provide unique and difficult-to-copy differentiation. Specifically, branded differentiators (e.g., Schwab’s Intelligent Portfolio), branded energizers (e.g., Dove’s Real Beauty Campaign), and branded sources of credibility (e.g., Apple’s Genius Bar) are critical examples of how elements within the portfolio can significantly impact the primary brand's overall standing and perception. You can read the full article here: https://lnkd.in/gSM4-m8Y #aakeronbranding #branding #marketing #5Bs

For half a decade, I thought I was tracking the right metrics I was wrong Revenue. Growth rate. ROAS. Conversion rate. New customers. Repeat revenue All important But they could tell me the business was growing without telling me whether that growth was making the company more valuable You can buy more traffic, discount more aggressively, and acquire less-profitable customers while the top line keeps going up The business gets bigger That doesn’t automatically mean its equity value does A stronger Brand should make future revenue easier to earn, more profitable, and less dependent on buying every sale Here are the 11 metrics I wish I’d started tracking sooner, framed as questions: 1. Are branded organic searches growing faster than revenue? 2. Are contribution dollars and contribution margin going up? Contribution Dollars = Revenue - variable costs like COGS, marketing, and shipping 3. Is direct and branded search revenue growing faster than overall revenue? 4. Is the gap between gross and net sales shrinking? This signals less reliance on discounts and fewer returns 5. Are 30, 60, and 90-day incremental LTV going up, excluding the first purchase? 6. Is reach growing as fast as—or faster than—revenue? 7. Have your worst days gotten better? One way to measure this: is the average of your 30 lowest-revenue days trending up? 8. For organic search, is revenue per session rising while sessions are growing or stable? 9. Is your share of branded organic searches growing versus your competitive set—at both the Brand and category level? 10. Is Baseline Revenue growing, both in dollars and as a percentage of total revenue? I define Baseline Revenue as revenue from direct traffic, organic search, and organic social referrals It’s imperfect. But if it’s rising in dollars AND as a percentage of revenue, good things are generally happening 11. Is Baseline Revenue per branded organic search going up? Branded searches are an imperfect proxy for the Brand you’re building. Baseline Revenue per search shows whether you’re monetizing it better If searches are soaring but Baseline Revenue per search isn’t, that’s something to audit — A few caveats: None of these metrics are perfect. You can game any of them They’re also mostly leading indicators—not the ultimate company scorecard The ultimate outcome is more operating profit and net cash over time The right metrics also change with the company’s stage, economics, and strategy. A five-month-old company shouldn’t use the same scorecard as a 100-year-old company But if you can honestly answer “yes” to most of these questions, there’s a good chance the quality of your growth is improving And that gives you a better chance of building a more valuable company—not just a bigger one Question for the people of the internet: What else do you track to understand whether growth is increasing the quality and equity value of the business?

Why do brands invest heavily in brand campaigns? And how can startups benefit too? In 2012, Red Bull launched its iconic “Stratos” campaign, where Aussie daredevil Felix Baumgartner set a free fall world record by jumping from the stratosphere. This wasn’t just a stunt; it was a global marketing success, making Red Bull synonymous with extreme sports and youth culture 🏀 . But let’s not forget—Red Bull is a beverage brand. How did it benefit from doing this? The answer lies in reducing price elasticity - strong brands can raise prices without losing market share and Red Bull wanted to achieve that. A report from the Institute of Practitioners in Advertising (IPA) confirms that brands with strong equity can charge more while maintaining market share. This conclusion comes from over 50 case studies, demonstrating how brand love enhances pricing power. Simply put, the more a company invests in building its brand, the less sensitive customers become to price increases. There’s a tipping point where revenue gains surpass advertising costs. Once this threshold is crossed, the brand’s market share becomes more defensible 💪 . At the heart of this is emotional appeal, which is why brands like Red Bull invest heavily in maintaining and expanding their heart share with the public. Founders with tiny or no budget can also benefit from this knowledge, because it's less about money and more about how you stack the principles behind it: 1️⃣ Reach📢: If people don’t know your product, you don’t have a brand. Let as many people know about you as possible. ✅ Tiny budget: Invest in social media ads. Start with Instagram; use LinkedIn if you can afford more. ✅ No budget: Focus on founder branding on LinkedIn and engage with relevant Reddit communities. 2️⃣ Fame👸 : Distinct & creative communication makes you memorable. ✅ Tiny budget: Collaborate with marketing friends to craft standout social ads. ✅ No budget: Learn how viral LinkedIn posts work and apply these strategies. 3️⃣ Emotion😍: Build an emotional connection to reduce rationality and then price sensitivity. ✅ Regardless of budget: Share your authentic stories on LinkedIn and engage deeply with Reddit communities. ✅ Small budget: Storyboard emotionally compelling content with your marketing friends. 💥 Bonus: Build your own newsletter community. The more engaged subscribers your brand has, the less you'll need to rely on paid ads. You'll also escape being at the mercy of social platforms' algorithms. If you're interested, join me at BLOCK71's quarterly marketing workshop on 29 Aug as we dive deep into the success blueprint of email marketing. It's free and dinner's on us too! Comment that you want to join and I'll reply with the registration 😎 #marketing #startups #founders #singapore

Last week over coffee, a frustrated friend asked me ⬇️⬇️⬇️ Why their meticulously researched #rebrand wasn't resonating with customers? Their presentation was filled with impressive data points, competitive analyses, and logical positioning. Yet something was missing. I smiled, set down my cup, and shared what 15 years in branding had taught me: ✅ People don't buy with logic. They buy with emotions, then justify with logic. ✅ We're not the rational decision-makers we believe ourselves to be. ✅ Like an iceberg, 90% of purchasing decisions happen beneath the surface in our emotional brain, while only 10% emerges as logical reasoning. 📈The data supports this: Emotional brand connections outperform rational ones by nearly 2:1, with emotionally engaged customers delivering 30% higher lifetime value. Consider home buying. People claim they choose based on square footage, location, and price. But what truly drives decisions? 👉 The warmth they felt walking through the door. 👉 The way they instantly imagined holiday gatherings in that living room. 👉 The pride they'd feel welcoming friends to this address. As a brand strategist, I've seen this repeatedly with client transformations: ✅ A healthcare company that shifted from touting technology to emphasizing peace of mind ✅ A financial services firm that stopped leading with interest rates and began highlighting the freedom their solutions provide ✅ A B2B software company that moved beyond feature lists to show how their platform eliminates the Sunday night anxiety of unprepared executives The most successful brand strategies identify what emotional need your product fulfills: confidence, belonging, security, accomplishment and then position everything around that emotional core. By the end of our meeting, my client had completely reimagined their approach. ➡️ What emotional benefit does YOUR brand truly provide? The answer might reshape your entire strategy. #BrandStrategy #ConsumerPsychology #EmotionalBranding

We asked 100 B2B marketing leaders how they measure brand impact. The results revealed a massive opportunity. 52% don't measure brand at all. They're flying blind, missing the signals that predict future pipeline. 33% only track share-of-search. It's a good idea as it's cheap and easy to do, but search volume tells you about today's demand, not tomorrow's deals. Here's what the smartest companies do differently: • 13% run regular brand tracking surveys. • Another 11% use marketing-mix modeling. • 9% run incrementality experiments. These companies get it. They're measuring what actually matters: Are we moving from awareness to consideration? Are we getting on more shortlists? The companies using brand tracking are onto something big. While everyone else tracks vanity metrics, they're measuring: • Unaided awareness (who thinks of us first?) • Consideration rates (who'd actually buy from us?) • Perception shifts (what do they think we do?) • Competitive position (are we gaining or losing ground?) Share-of-search shows you current demand. Brand tracking shows you future demand. Company size reveals the progression: • Small companies: Don't measure yet • Growing companies: Start with search tracking • Smart companies: Graduate to brand tracking • Sophisticated companies: Layer in MMM and experiments The 13% doing brand tracking have figured out the sweet spot. They're measuring what moves deals: awareness, consideration, and perception shifts. The most sophisticated companies layer multiple approaches. Brand tracking shows if you're getting on more shortlists. MMM shows optimal spend allocation. Different tools for different questions. They track if their brand work is getting them into more deals. Everyone else just hopes. Run a brand tracking study with Wynter to know where you stand in the minds of your target customers https://wynter.com

𝗕𝟮𝗕 𝗕𝗿𝗮𝗻𝗱 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 – 𝗔 𝗡𝗲𝘄 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵 TL:DR: Use SRBA – Self-Reported Brand Awareness The challenge with brand tracking metrics is that they change so slowly that it often takes months or quarters to see an impact above the natural background noise levels. Basically, it takes a long time to get your message into the minds of all your future buyers (or at least as many as you can afford) Most approaches either track the 95% of future buyers via surveys or, better yet, something like longitudinal customer panels. Or they track the 5% who are in-market via behavioral signals such as changes in search patterns. And then there are some truly lame ideas like "ICP Traffic Growth" or "Incremental Uplift" that hopelessly mix the results of performance and brand marketing with no way to isolate out just the brand effects. But none of these approaches give quick or clean answers, and each has its own pros and cons. And both represent relatively high barriers to entry for most B2B marketing teams who lack experience with such measurement approaches. --- A potential approach that's easy to get started with is to adapt the existing technique of Self-Reported Attribution (SRA) to brand tracking. The problem with SRA as a brand tracker is that it completely confounds brand awareness prior to coming in-market with brand awareness acquired AFTER coming in-market via performance marketing efforts. That washes away a great deal of the utility of using SRA to tell us anything about brand. --- An alternative is what I call 𝗦𝗥𝗕𝗔 – 𝗦𝗲𝗹𝗳-𝗥𝗲𝗽𝗼𝗿𝘁𝗲𝗱 𝗕𝗿𝗮𝗻𝗱 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 Instead of asking "𝘏𝘰𝘸 𝘥𝘪𝘥 𝘺𝘰𝘶 𝘩𝘦𝘢𝘳 𝘢𝘣𝘰𝘶𝘵 𝘶𝘴?", ask some variant of "𝘞𝘦𝘳𝘦 𝘺𝘰𝘶 𝘢𝘸𝘢𝘳𝘦 𝘰𝘧 [𝘣𝘳𝘢𝘯𝘥 𝘯𝘢𝘮𝘦] 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶 𝘤𝘢𝘮𝘦 𝘪𝘯-𝘮𝘢𝘳𝘬𝘦𝘵 𝘵𝘰 𝘣𝘶𝘺?" Just a simple YES/NO This also bypasses one of the primary biases built into the traditional SRA...the bias towards offering higher-status answers rather than accurate answers, which always tends to over-report things like podcasts and under-report sources like display or search ads (no one wants to be seen as being weak and susceptible to persuasion by advertisers) So the simple Yes/No relieves the person of the ego-burden of having to explain that they really do have agency and high social status 😅 --- By tracking the percentage of "Yes vs. No" answers each week/month that comes in through high-intent forms, you have a simple mechanism to estimate changes in brand awareness. This still has obvious flaws...the biggest being "selection bias". The ONLY people able to answer are those who don't have a highly negative opinion of the brand and are actively considering it for purchase. So it doesn't eliminate the need for more complex brand trackers! But it has the advantage of being an extremely easy and low-impact way to get started. 👉 𝗧𝗵𝗶𝗻𝗸 𝗼𝗳 𝗦𝗥𝗕𝗔 𝗮𝘀 𝘆𝗼𝘂𝗿 "𝗕𝗿𝗮𝗻𝗱 𝗧𝗿𝗮𝗰𝗸𝗲𝗿 𝗦𝘁𝗮𝗿𝘁𝗲𝗿 𝗞𝗶𝘁"