Chapter 2

If brand can't be measured precisely, is it worth funding?

Không đo chính xác được thì thương hiệu có đáng chi?

The chapter's question

Which three metrics tell me whether the brand is rising or falling?

Big idea

Brand cannot be measured precisely, but it can be measured well enough to decide.

In this chapter

  1. Part 2.1

    Branded Search

    Which way is the number of people searching the company name by name moving?

  2. Part 2.2

    Unaided Recall

    In my industry, is there a way to ask without prompting?

  3. Part 2.3

    Cost per Customer Over Time

    What is a falling cost per customer a sign of?

  4. Part 2.4

    Share of Non-Paid Orders

    What share of orders arrive without paid spend?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Brand and Demand is free to read right here.

Read in Conan School

Chapters of Brand and Demand

  1. 1.Is selling today eating into next quarter?
  2. 2.If brand can't be measured precisely, is it worth funding?
  3. 3.Can imperfect numbers still defend a brand budget?
  4. 4.Is a new message each quarter fresh, or starting over?
  5. 5.Can a small company build a brand without big budgets?