Why Brand-Tracking Needs an Overhaul

Have you noticed how disconnected brand-tracking has become with actual consumer behavior? You might run a great new ad or build a new positioning in the market, and the tracker may even show an uptick in brand consideration. Nevertheless, when it comes to hard behavioral metrics (such as purchase volume), they remain unaffected.

Underlying Trends

According to a new study by Trinity Mirror, almost 70 percent of consumers don’t trust advertising and 42 percent distrust brands and view them as self-serving.

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