Growth requires cultural fluency, the ability to use culture to efficiently and effectively connect across consumer segments.
We live in a highly polarized time when marketing success among one consumer segment can trigger a negative reaction from another. Conventional brand rank methodologies reflect assumptions about the market that do not sufficiently account for America’s dramatic cultural transformation.
BrandRate brand rank and diagnostic evaluation helps to identify your brand position vs. your competitors and identifies areas of focus for improving brand performance. Through BrandRate, you can understand the deep cultural influences that inform how consumers across race, ethnicity and generation experience your brand.
The cultural transformation of the American consumer poses major challenges to managing brand health. Does your brand have what it takes to become culturally fluent?
BrandRate helps marketers transcend the trade off in between wide and deep appeal.
Brand strategies are traditionally caught in a trade-off between approaches that serve dedicated segments and approaches based on building equity with the general market.
We help you transcend this trade-off. Leveraging our brand health methodology BrandRate, we reveal the underlying factors that matter most to deepening cultural resonance in general market strategies while increasing returns on investment in specific demographics.
The Brand Cultural Fluency Quotient (B-CFQ) at the core of BrandRate is a powerful metric that improves favorability and purchase intention.
We measure six factors that matter most to driving the cultural fluency of your brand.
Use B-CFQ to diagnose your brand performance across demographics. Reveal the underlying factors that drive high and low performance. Develop strategies that specifically address the root causes of underperformance. B-CFQ takes your ad testing a step further by deciphering the drivers of favorability and purchase intent.
Monthly BrandRate studies identify brands that resonate with the “New Wave,” consumers aged 18 to 39.
New Wavers grew up with far more diverse peers than any generation in American history. They look to brands to represent the diversity of their daily lives in ads.
BrandRate studies examines how brands rank within specific categories or industries via B-CFQ for each segment in the New Wave. Members can see how well brands rank on B-CFQ by race and ethnicity, and by Hispanic acculturation.
As part of membership to our consumer research platforms, each member receives one BrandRate brand rank report.
In our twice monthly reports and frequent members-only webinar series we release category-specific brand positioning reports, which include member brand submissions. These reports review how each brand ranks on B-CFQ, as well as other conventional performance metrics, such as impact on purchase intent and viewer willingness to share.
Most powerfully, individual reports include detailed component scores, enabling clients to diagnose critical root causes by demographic.
Brand Health Engagements
Use BrandRate to augment standard brand health tools with deep cultural insights by demographic.
Clients use our BrandRate methodology on a custom basis to evaluate brands across their entire portfolio, identifying crucial opportunities to optimize brand positioning across the whole business.
Custom BrandRate studies combine with size-of-prize analysis to reveal not only the business opportunity from engaging multicultural consumers, but also the cultural fluency of the portfolio.