WHITEPAPER
Brand Health Tracking: From Funnels To Mental Availability
The purchase funnel has measured brand health for a century. Mental availability asks a different question, and it predicts growth more reliably. This is how to measure it.
WHAT'S INSIDE
What The Paper Covers
Funnels And The AIDA Model
What traditional brand health tracking measures, and where it stops being useful.
An Evolved Approach
Mental availability as a measure of how readily a brand comes to mind.
Category Entry Points
The building blocks of mental availability, and how to identify yours.
Awareness Versus Salience
Traditional metrics against mental availability metrics, side by side.
Measuring It In Practice
The instrument, the sample and the analysis, described end to end.
Implications For Brand Strategy
What changes in planning once salience replaces awareness.
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