The article discusses the evolving role of brand marketing and metrics for measuring its success, as articulated by Benoit Garbe, President of QUINT Advisory. He identifies three key metrics: being top of mind when consumers think of a category, brand consideration which reflects superiority and trustworthiness, and advocacy which measures consumer recommendations. Garbe notes the notable shift that allows these metrics to be assessed closer to brand activities, providing marketers with timely insights to gauge effectiveness and reframe brand strategies accordingly.
Garbe emphasizes, "Brands need to be present when someone is thinking about entering your category," highlighting the importance of being top of mind for consumers.
According to Garbe, "Is your brand seen as superior, different, trustworthy and more innovative," serves as a vital metric for gauging brand consideration.
Garbe states, "Are people talking about and recommending your brand?" which highlights advocacy as a critical indicator of a brand’s performance.
He indicates that metrics previously measured later can now be evaluated sooner, enabling marketers to judge success quickly.
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