Edgar Baum - Brand Tracking - How to make wise choices - S3 Ep22 (part 3 of 6)

Brain-hurt scale 9/10 - Brand tracking. You just track awareness and some other association or brand dimensions over time and if they all increase relative to your competitors, your brand wins, right?  The famous brand tracking companies that all famous agencies use are all highly reputable, use robust measurement methodologies and wouldn't lie to our faces, would they? The more brand awareness we get, the healthier our business' bottom line will be right? Or.. salience and mental availability are the real brand measures we should be tracking if we want the business to earn more revenue and profit, right?  Find out the answer to those questions and more including exposure of all the dirty tricks of the trade which occur in the market research and brand tracking industry. Subterfuge which points many sophisticated brands, who should know better, in completely the wrong direction.  Edgar Baum specializes in connecting the world of brand and finance together. Something even the most famous firms and academics in this area don't do.  The orthodox view in the field of marketing is the assumption that the bigger the brand, the bigger and more successful the business. But this relies on a key assumption that only a marketer trained in mathematics and finance would be able to refute.  Sounds juicy, doesn't it? Well, what are you waiting for?  Dive in if you dare