Judge brand creative on short-term lift in mental availability, not immediate sales
PrincipleBrand Strategy
Judge brand creative on short-term lift in mental availability, not immediate sales
Brand creative should not be judged by immediate sales alone, but it can be measured in the short term: look for short-term lift in mental availability (brand recall, consideration, salience), brand searches, direct traffic and top-of-funnel growth by referral channel, and compare awareness and consideration movement against competitors to see whether you are outpacing the market.
Source
Tracksuit webinar "Brandformance Formula" with MagicBrief and Eucalyptus (2025)
Mikayla Hopkins (Tracksuit), George Howes (MagicBrief), Carly Griffin (Eucalyptus)
00:49:47-00:51:21 Carly Griffin and Mikayla Hopkins
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