Measuring brand desirability
The conversation turned to how brands are measuring desirability in the long and short term.
Marcos Lacerda, CMO at TIM Brazil, said he is at the beginning of the process of trying to measure sentiment: “What people are writing about us, what they are saying about us, and when we invite them to go to our live events, how they feel about the space we are in. In the end, it’s all about what the conversation is going to be after what we do.”
Mirko Mueller-Goolsbey, director, brand marketing at SAS, built on Lacerda’s point.
“We’ve just reframed our measurement framework from source and influence pipeline to reach, relationship, and revenue,” Mueller-Goolsbey said. “We don’t know where we’re going to land in a year or two years from now, if we will change from reach, relationship, revenue, but everybody’s going forward.”
Lawrence pointed out that Mueller-Goolsbey’s holistic approach to measurement is important because it gives access to everyone across the marketing ecosystem. Rather than having fragmented experts working on specific metrics, she believed it was more effective for everyone to understand “the overall architecture of brand desire that works in your category and how you can all contribute to that.”
Featured Conversation Leaders
- Maggie Czarnogorski, Head of Digital Transformation and Strategic Innovation, ViiV
- Tyler Denk, Co-Founder and CEO, beehiiv
- Lea Karam, Founder and CEO, Mindscope
- Marcos Lacerda, CMO, TIM Brazil
- Joanna Lawrence, Global Chief Strategy Officer, Havas Media Network
- Nicole Meier, Global Director, Marketing, Pantone
- Mirko Mueller-Goolsbey, Director, Brand Marketing, SAS
- Mark Sinnock, Global Chief Strategy Officer, Havas Creative
- Alison Weissbrot, Executive Editor, ADWEEK
