Do you know your BPS

Brand Power Score

CONSUMER BEHAVIOR
IS CHANGING FASTER
THAN EVER
Today, consumers swipe once to plan a blind
date, twice to order a four-course meal.

Vivaldi Partners Group

2

2.8

60

hours per day
on the mobile
phone

hours a week
consuming
content

150
times a day
checking their
phones

Consumers on average own four digital devices & spend 60 hours a week consuming content

across them. They spend 2.8 hours per day on their mobile phones (up from 0.4 hours per day
in 2010), checking them over 150 times a day.

The 1,440 minutes of their day is splintered into
hundreds of bite-sized moments. They zigzag
to do what they want or need to do, like bumble
bees pollinating plants and flowers.

90

%

smart phone
users
multi-task

They are truly Always-On Consumers, adaptive
and connected. They change their behaviors
faster and adopt technologies earlier than
companies.

88

%

trust online
reviews

They look up information while in the
middle of another task.

1

Consumers trust online reviews as much as
personal recommendations.1

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Brand Power Score

COMPANIES ARE NOT
ADAPTING FAST ENOUGH
Marketers need to respond.
Most companies react too late, because marketers
are ill-equipped to understand and respond to the
Always-On Consumer.
For the brand to influence consumer behavior in
context, marketers need a new way to understand
the strength of their brand.

Vivaldi Partners Group

3

76
95
6
2
2

%

of marketers think that marketing has changed more
in the past two years than in the past 50 years 2

%

of executives believe
that their organizations
are customer-centric

8

of their customers

% agree

%

of customer experience experts participating in a recent
Forrester conference say that customer experiences
are differentiated

%

of marketers are prepared to market to the micro-moments
in which consumers search, buy and live according to a
study by Forrester commissioned by Google

Digital Distress study from Adobe 2013

Brand Power Score

Vivaldi Partners Group

A NEW WAY OF MEASURING
THE BRAND IS THE FIRST STEP
TOWARDS BRAND LEADERSHIP

INTRODUCING THE
BRAND POWER SCORE

Measuring brand performance needs to happen:
• in real-life contexts, not at a computer

The BPS or Brand Power Score is the measure of
a brand’s power to influence behavior in context,
within specific moments of consumers’ path to
purchase.

• by replicating real-life choices, not
improbable scenarios

The BPS ranges from –100 to +100, not unlike the
well-known net promoter score (NPS).

• at the moment of choice, not afterwards

But unlike NPS, which measures a consumers’
willingness to recommend a product or service,

the BPS measures the actual results or outcomes
that marketers want to achieve – consideration,
purchase or loyalty.
Read up on 29 reasons why marketers should demand more from their brand trackers,
by Branding Strategy Insider: />
4


Brand Power Score

Vivaldi Partners Group

5

DO YOU MEASURE THE STRENGTH OF YOUR BRAND WHEN IT REALLY
MATTERS? TRY OUR THREE STEP APPROACH:
1

2

3

CAPTURE THE MOMENT

MEASURE THE ACTION

ASSESS THE BRAND STRENGTH

The first step is to capture the
moments that matter to consumers,

moments of need or want. Google
calls them micro-moments. McKinsey
calls them contextual interactions.
Facebook calls them simply moments.
Forrester calls them intent-rich
moments. And Vivaldi calls them the
episodes of daily life.

The second step is to measure
the outcomes or results that the
brand aspires to achieve in these
moments, whether it is striving to
achieve attention, consideration or
preference, or purchase.

The third step is to measure the key
dimensions of the brand equities,
the industry or category drivers,
and key customer considerations.

At Vivaldi, we recommend a unique
sampling procedure that measures
demand in-situe and in the moment
or episode as the needs or wants
arise during the course of the day.

At Vivaldi, we use an innovative
choice modeling approach that is
implemented for mobile devices
and that allows consumers to

state their choices through simple
swipes and a few clicks.

At Vivaldi, we measure based on
comprehensive frameworks and models
of branding developed by Prof. Kevin
Lane Keller’s brand resonance model
and our CEO Erich Joachimsthaler’s
branding and brand equity work.


DO YOU MEASURE THE POWER
OF YOUR BRAND IN DRIVING
ATTENTION, PREFERENCE, OR CHOICE
ALONG THE WAY CONSUMERS
SEARCH, SHOP AND BUY?
Connect with us if you would like to have a conversation about how you track your brand.
Seth Traum
Vivaldi Partners Group
T 212 965 0900
E STraum @vivaldipartners.com