How do you measure your brand as easily as you measure your website? Find out the Brand Measurement Workshop, presented by Josh Braaten of Brandish Insights. You'll learn what metrics to focus on and how to use them to grow your brand (and your revenue).

1. Brand Measurement
Workshop
with Josh Braaten
How to measure your brand as easily as you
measure your website.

2. Thanks from
Josh Braaten
(@JLBraaten)
• Senior Marketing Director at
Leadpages & Branding Expert
• 2013 US Search Award Winner
for Best In-House Search Team
• Paradoxical love for both
branding and performance
marketing worlds
• CEO and Co-Founder of
BrandishInsights.com

3. Is This for You?

4. Avinash
Kaushik “If you want to have life-altering
gains, those won’t happen because
you have improved one page on
your site. Life would be good if
customers were that easily
convinced! You need bigger
changes to get bigger results.”
- Avinash Kaushik, Google

5. You’re in the Right Place If...

6. You Value Greatness
Get busy living or get busy dying.

7. You Measure Things
If it can’t be measured, it can’t be improved.

8. You Love Customers
The customer is always right. Seriously.

9. You’re in the Wrong Place If...

10. You’re Traditional
If it ain’t broke don’t fix it.

11. Measurement Skeptic
Brands can’t be measured...

12. You’re Comfortable
Who needs more customers?

13. Feel Free to Leave if We’re
Not on the Same Page

14. (The Rest of You, Let’s Get
Our Measurement On…)

15. How This Will Work

16. 45 Minutes of Bright Ideas

17. We’ll Cover a Lot
Theory, strategy, operations, tactics, tools… all of it.

18. Workshop Agenda:
The History of Brands
Brand Metrics
New Technologies
Brand Measurement Tools

19. Got Questions?
Hit up @BrandishInsight on Twitter with #brandworkshop. We’ll connect.

20. Stick Around for a Deal
(Or Skip Ahead to the End, I Suppose?)

21. The History of Brands

22. Branding Started With the Egyptians

23. Roman Glassmakers Left Their Mark, Too

24. Brand
Origin:
Brand stems from a Norse
word, brandr, that meant
‘burning’ or ‘a piece of
smoldering wood’ circa 950.
By ~1400, “to brand” means to
mark or cauterize through
burning, often with criminals.

25. “In place of thoughts
people have impulses,
habits, and emotions.”
-Edward Bernays
(Author of Propaganda
& nephew of Sigmund Freud)
Radio & TV Trigger Advertising Golden Age

26. “Mr. Jobs convinced followers at the company and
agency to join the Macintosh cult and believe in the
power of ‘1984.’”
AdAge
Ten Years After Apple's '1984':
The Commercial and Product That Changed Advertising
Apple and Modern-Day Branding

27. Apple Launched a Generation of Brand Marketers

28. Seth Godin
“Making promises and keeping
them is a great way to build a
brand.”
- Seth Godin

29. Today’s Brands Stop at Nothing

30. What Should Today’s
Brands Measure if They
Want to Grow?

31. Brand Metrics

32. The Advertising Golden Age

33. Brand Metrics

34. Brand Metrics

35. Brand Metrics

36. Brand Metrics
We Love

37. Awareness
What it measures:
Who knows you exist?
How it’s calculated:
The percentage of
consumers in your market
that know your brand exist
when surveyed in an aided
awareness study
(Scale: 0 to 100)

38. Frequency
What it measures:
Are you top-of-mind?
How it’s calculated:
Of people that are aware of
your brand, how frequently
do they come across your
brand?
(Scale: 0 to 100)

39. Familiarity
What it measures:
Brand perceptions
How it’s calculated:
Of the people that are
aware of your brand, how
familiar do they report to be
about your brand?
(Scale: 0 to 100)

40. Favorability
What it measures:
Brand experiences
How it’s calculated:
NPS-style calculation where
detractors are subtracted
from supports to create a
net score.
(Scale: -100 to 100)

41. Preference
What it measures:
Brand experiences
How it’s calculated:
Of the different brands
available, what percent of
people prefer a particular
brand?
(Scale: 0 to 100)

42. Demand
What it measures:
Your brand’s market share
How it’s calculated:
Of the people that are
aware of your brand, how
many of them indicate they
have purchased from your
brand in the last month?
(Scale: 0 to 100)

43. New Technologies

44. Google Trends Shows Search Demand

45. Google AdWords Forecasts Search Demand

46. Keyhole Summarizes the Social Web

47. Buzzsumo Tracks Content at a Granular Level

48. Hootsuite Provides Brand Monitoring

49. Brandwatch Shows “Second-Level” Insights

50. Sysmosos Tracks Historical Data

51. Crimson Hexagon Adds Machine Learning

52. Brand Monitoring &
Social Listening
≠
Brand Measurement

53. What Tools Exist to Measure the
Metrics Needed to Improve?

54. Brand Metrics
We Love

55. Brand Measurement Tools

56. Google Brand Lift Surveys

57. The World’s 1st Brand
Analytics Platform
Introducing:

58. How It Works
(In three easy steps)

59. 1) We Tap Into Consumers at Scale

60. 2) Employ Classic Market Research Methods

61. 3) We Simplify Them Using Technology

62. Top Secret: Beta Screenshot

63. Get Your Brand Profile:
$5,000
Calculate your scores for Awareness, Frequency,
Familiarity, Favorability, Preference and Demand
Determine your brand’s type among 48 unique
options, each with its own strengths and challenges
Gain peace of mind that your marketing and
advertising efforts are in line with what you need
Visit BrandishInsights.com/workshop and save $500!

64. What You Get
Measure Your Brand
See Vivid Consumer Insights
Adjust Entire Marketing Strategies
Achieve Brilliant Branding Results

65. Craig Key
“Reports are looking sweet my
dude. That table is exactly what I
was hoping to see! Thank you!
Very useful stuff in there. Excited
to see the rest all compiled.”
- Craig Key, VP of Marketing
Bite Squad

66. Simple. Cost-Effective.
Positively-Brilliant Insights.

67. Got Questions?
Hit up @BrandishInsight on Twitter with #brandworkshop. We’ll connect.

68. Avinash
Kaushik “If you want to have life-altering
gains, those won’t happen because
you have improved one page on
your site. Life would be good if
customers were that easily
convinced! You need bigger
changes to get bigger results.”
- Avinash Kaushik, Google

69. Get Your Brand Profile:
$5,000
Calculate your scores for Awareness, Frequency,
Familiarity, Favorability, Preference and Demand
Determine your brand’s type among 48 unique
options, each with its own strengths and challenges
Gain peace of mind that your marketing and
advertising efforts are in line with what you need
Visit BrandishInsights.com/workshop and save $500!

70. Thank You &
Stay Brilliant
Visit BrandishInsights.com/workshop and save $150!