BRAND TRACK: monitoring your brand funnel and the emotions that drive flow

This is where our 5Drivers model comes into its own as it allows us to identify:

Awareness comes first – without this nothing else matters so we establish how well you’re known and, critically, what prompts consumers to think about you

  • How the brand hopes to connect with shoppers

  • Where it actually connects

  • Whether there’s potential to adapt the brand to connect more strongly/widely

Consideration, usage and brand love follow and, to truly understand what moves shoppers from one level to the next, we examine how brands connect emotionally

"ABA has successfully delivered the granular, actionable insight we need from our Brand Track programme. The team has invested in understanding our brand and international business. Results are generating the right strategic dialogue and decision-making at the highest level."

Jon Wragg, E-Commerce Director