Maintaining brand relevancy: Here's what the numbers say

"When it comes to finding and maintaining brand relevancy, advertisers walk a fine line. Playing it safe by sticking to the status quo may help instill consumer trust, but it may not get people talking. On the other hand, being active on social media can both help and hurt a brand. Perceptions can change very quickly based on what consumers see on social platforms, with a particularly strong effect on younger consumers."

"The Harris Poll company QuestBrand's "A Brand Leader's Playbook" report evaluates data from The Harris Poll and internal data to evaluate what the company calls Brand Momentum, and how it correlates to key performance indicators. Data is collected daily from a pool of consumers intended to reflect the U.S. population. Momentum is measured by changes in consumer beliefs about the trajectory of a brand in relation to its competitors. Scores of 20% or more means consumers view the brand as "rising" while scores closer to zero reflect the opposite."

Advertisers face a trade-off between preserving consumer trust by playing it safe and pursuing cultural relevance through active social media engagement. Social platforms can rapidly alter perceptions, especially among younger consumers. Brands that cultivate consumer trust are better positioned to weather controversy; similar brands with similar strategies can experience divergent outcomes based on trust levels. Brand Momentum measures shifts in consumer beliefs about a brand's trajectory versus competitors, using daily data from a consumer pool reflecting the U.S. population. Momentum scores of 20% or higher indicate consumers view a brand as rising. Shein registered a 23% momentum score aided by viral influencer-driven content.

Read at CX Dive