Is the way we build and measure brands changing?

Marketers have more tools to help build and measure brand than ever before, but understanding the impact of brand marketing remains a challenge for many organizations.

Benoit Garbe is the President of QUINT Advisory, a member of the Tracksuit advisory board and the former CMO of AB InBev.

Garbe sees a massive opportunity today for organizations to reframe brand and, in the process, rethink the role of the CMO and marketing, with marketers acting as the coordinator of all brand activity.

In our conversation about brand and marketing leadership, Garbe shares three metrics that he sees as leading indicators of how a brand is performing.

They are:

• Top of mind: Brands need to be present when someone is thinking about entering your category
• Consideration: Is your brand seen as superior, different, trustworthy and more innovative
• Advocacy: Are people talking about and recommending your brand?

And here’s good news for brand marketers. These metrics used to be measured far down the road. Today, they can be measured closer to brand activities and help marketers judge success much quicker. 

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