A brand love metric
If someone loves your brand, how do you know?
Introducing the first and only measure of brand love that combines what people say and what they do.
Love is one of the most complex human emotions.
Similarly, Brand Love is elusive & hard to measure. So, if someone loves your brand, how do you know?
If you’re lucky, they’ll just tell you. But don’t actions speak louder than words?
How do people show their love for your brand? And how do you measure those actions?
The Shipyard has reengineered a holistic measure of brand love that measures not just what people say about brands but also what they do to show their love for their favorite brands.
Introducing the first and only measure of brand love, that combines what people say and what they do.
This customizable and brand-specific tool will account for every way that a consumer can show Brand Love, combining disparate data sources – from organic social to paid media to sentiment analysis to website data to emails and more – into one holistic score.
Combine Metrics from Paid, Owned, and Earned Media Channels into One Story
Taking the Pulse of Brand Love: A Comprehensive Measurement Solution
Blake Williams, Director of Data Strategy, The Shipyard writes that Brand Love measurement is ready for a revolution:
- Virtually all available measurements of Brand Love are focused exclusively on social listening and survey data, ignoring more direct consumer action
- Marketers need a solution that incorporates not only what consumers say about a brand but has a dedicated focus to what consumers do – the actions they take that indicate Brand Love
- The Shipyard has developed a product called PULSE as a solution to create a holistic measure of brand love
[Quotes from press with logos linked to go external]
Clients Love Pulse
“As a firm rooted in accounting and financial services, our measurement is always very precise; yet quantifying ‘brands’ and ‘love’ have always been elusive for marketers,” said Becky Bauer, Managing Director of Marketing and Brand. “CLA is excited to be at the forefront of this innovative analytics technique as The Shipyard’s Alpha participant in the launch of Pulse.”
Breaking Down The Layers of Brand Love
Attraction
Brand Awareness: Users are simply getting an initial exposure to a brand. This component details the impact the initial exposures have, whether it be viewing an ad, seeing PR, or having an organic social post show in their feed.
Affection
Brand Interaction: At this stage the user takes some action with the brand, whether it’s watching a video, clicking through from an ad, attending a brand event or mentioning a brand on a social platform.
Passion
Brand Sharing: Now users have moved from just engaging to demonstrating increased interest. They are spending more time on the website, watching videos to completion (or maybe multiple times), giving sales signals like researching where to buy the brand’s products or even submitting a purchase, and talking about the brand on social media.
Commitment
Brand Loyalty: These users are officially obsessed with the brand. They’re buying branded apparel, subscribing to and engaging with emails regularly, amplifying the brand regularly across social channels, and signaling they are willing to pay a premium and purchase without incentives to get products.
Get on the waitlist for our Beta!
Think Pulse would be a great solution for your company’s measurement needs? We’ve launched Pulse’s Beta testing phase and are accepting applicants. Apply to join Pulse Beta testing waitlist at no cost to you!
Thought Leadership
Want more? Check out these CPG brand insights.
Source: The Shipyard
Source: Warc
Source: eMarketer
Source: The Shipyard
Source: Warc
Source: AdExchanger
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