Most insights teams know that brand health trackers can be rigid, non-actionable, and inefficient. But brands now have the opportunity to gather actionable insights with a new framework, introduced by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science, in her book, Better Brand Health. This new framework covers innovative concepts such as Category Entry Points, Mental Availability, and Mental Advantage analyses.
Access the recoding below to hear from quantilope’s Senior Solutions Consultant, Sam Usher, as he discusses Mental Advantage Analysis and how you can use it to better understand buyers needs and motivations.
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