Tracksuit's $25M Raise Shows Why Brand Metrics Are The Next Growth Engine

"One sign of this transformation is Tracksuit's recent $25 million Series B that puts brand measurement front and center."

"We are entering an era where brand will no longer be judged by feel or familiarity alone, but by data."

As companies shift from product-led growth of the 2010s to brand-led growth in the 2020s, there is a critical gap in measuring brand effectiveness. Despite marketers recognizing brand awareness as vital, traditional metrics often overlook the 95% of potential buyers not ready to purchase. This uncertainty leads to challenges in proving the impact of brand initiatives, prompting companies like Tracksuit to innovate in brand measurement. The shift indicates a move towards data-driven branding strategies, mirroring changes seen in HR with people analytics.

Read at Forbes