“Lies, Damn Lies… and marketing analytics”? Because who needs experts, right? 😉
Deriving and delivering top tier brand insights and strategy means leaving no data-stone unturned…
And at Truth, we’ve got a toolbox of smart, stats-based methods and heaps of experience to help your brand fend off threats, stay ahead of the competition and keep an eye on your marketing ROI.
We have unpacked some of the best (and timeless!) analytics tools: showing why they’re more powerful than they sometimes get credit for.
Perceptual Brand Mapping a data-visualisation tool that shows how consumers see your brand versus the competition. Who’s gaining ground? Who’s fading? And where’s the untapped space for differentiation?
Bring the Outside In
A brand map is only as useful as the insights it delivers. Enhance its impact by layering in external data such as market size, growth potential, or category trends. This transforms your map from a static visual into a practical decision-making tool. For instance, spotting a white space in a growing category could highlight an untapped opportunity, while mapping competitor strength against market demand could reveal areas of over-saturation.
Map-Read-Repeat
A single brand map offers a snapshot, but brand perception isn’t static—it shifts with cultural trends, new entrants, and marketing efforts. By incorporating time-series data, you can create dynamic brand maps that illustrate movement over time. Is your brand creeping closer to premium positioning? Are competitors encroaching on your core strengths? Regularly revisiting your map ensures you're tracking, not just assuming, how perception evolves.
Delve Deeper
A brand’s audience isn’t one homogenous group—different segments perceive and prioritise attributes in unique ways. Overlay demographic or psychographic data to uncover these nuances. Do younger consumers see your brand as innovative, while older ones view it as untrustworthy? Does a particular income bracket resonate with your sustainability credentials? These insights allow for sharper targeting and more compelling messaging.
Don’t Leave Emotions Out
Brand perception isn’t just about logic; it’s deeply emotional. Integrate sentiment analysis from social media, customer reviews, or qualitative research to add an emotional layer to your brand map. A competitor may be positioned as ‘affordable,’ but are they also seen as ‘cheap’ in a negative sense? Are customers excited or indifferent about your ‘innovation’ claim? Understanding the why behind the where gives you a strategic advantage.
Tell Me the True Truth
Your brand map isn’t just a diagnostic tool—it’s a storytelling asset. Use the proximity of attributes and competitors to shape your brand narrative. If your brand sits between ‘trustworthy’ and ‘affordable’, you have a strong foundation for a reliability-driven positioning. If a competitor dominates ‘premium’ but lacks ‘approachability’, there’s an opportunity to frame your brand as the more accessible alternative. The map tells you where you stand—your story ensures you own that space.
More marketing analytics insights tips from our Head of Analytics, Massimo Bufi coming soon: watch this space!
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