Finally, ‘Brand Equity’ quantified.
‘Brand Equity’ is the efficiency of activating marquee customers.
In other words, value is realized through the efficiency in which a business introduces itself to a potential customer (a Prospect) and that individual chooses to be in a relationship with the business, buying repeatedly over time and advocating on behalf of the business.
This relationship, from blink to love, can now be measured.
Top of Mind
This is a blog about ‘Brand Equity.’ What it is. What it isn’t. How you get it. How you keep it. How you know if you have it or you don’t. And, how to measure it. “It” being, HOW GOOD YOU ARE AT CREATING YOUR BEST CUSTOMERS.
This will only hurt for a moment.
“There is an epidemic failure in the game to understand what is really happening.” —Moneyball
Why I started Compass + Nail.
There truly is a better way to be in business.
Your data is lying to you.
And, it’s costing you your brand.
The equity of brand.
Only the very best brands are able to turn average customers into BRAND CHAMPION SUPERHEROES.
“Good frames won’t save bad paintings.”
Only one thing matters.
A lesson in winning from the All Blacks.
Principles, embodiment, and a means to measure everything.
A true measure of equity.
A treatise on what matters.
Relationship driven.
Forget your “North Star.” Who do you want to hang out with?
It's all Simon Sinek's fault.
Your “why” doesn’t matter unless it gets woven into every aspect of the consumer’s experience, and so Simon, how do you do that?
Choosing good over great.
We’re all so busy being good, we’ve run out of time to be great.
“Now you see me. Now you don’t.”
—The Magic Man, Talladega Nights
Genius.
The New Science of Customer Emotions
Don’t take my word for it. Harvard says there’s a better way to drive growth and profitability.
The Compass and the Nail
The Compass and the Nail outlines game changing insights for providers of any product or service who desire fiercely loyal customers. By illuminating the phenomenon of “following,” and how it can be methodically applied to a larger context, this book demonstrates how a brand’s ecosystem can be fashioned to optimize the brand/consumer relationship.