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Conference Replay from TMRE Continued

We were thrilled to be part of the TMRE Continued, an extension of the TMRE event, this year. During this event our Partner and Head of the Brand and Communications practice, Michael Dolenko shared some brand health insights during a session titled, "Rethinking Brand Health: Why Mental Availability (MA) Deserves a Place in Your Measurement Strategy". 
 
Session details: 

Traditional brand health metrics focus on what consumers know, think and feel about brands, but not when they think of them. New research shows that mental availability (the likelihood your brand comes to mind in a buying moment) may be the missing piece in understanding and driving growth.

In this session, Phase 5 will explore how integrating mental availability (MA) into brand tracking reveals more actionable insights.

Attendees will learn how :

  • What MA is and why it’s important to brand growth
  • How MA can enhance traditional brand health measurement
  • Simple approaches to including MA metrics in brand tracking research

Learn how combining mental availability with traditional equity metrics delivers a fuller picture of brand performance and sharper guidance for marketing strategy.

You can view the session by clicking the button below. 

 
 
Learn more about our brand practice with these resources: 
 

 

 
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Author: Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).