Better brand health basics with Florida’s Natural: Grow your brand using mental availability

Room 4 | 12:00 pm - 12:30 pm | Tuesday, March 26, 2024

Tracking research, particularly brand health tracking, is a key initiative for many brands. However, there hasn’t been much innovation in tracking since concepts like brand awareness were developed in the 1950s – leading to sometimes bulky and unactionable results.

In this session, Jane Hwang, senior solutions consultant at quantilope, will introduce a new approach to brand health tracking based on recent work from Professor Jenni Romaniuk and the Ehrenberg-Bass Institute. This new approach is focused around category entry points and mental availability highlighting the metrics that you should be tracking over time to stay competitive.

Jane will then be joined by Kelly Wade, director of marketing at Florida’s Natural, for a fireside chat discussing how her organization has partnered with quantilope to adopt these new metrics and implement this new approach to brand health tracking.

Key Takeaways:

1. Better brand health tracking.
2. Mental availability.