Brand health and advertising tracking

A Brand Health Monitor for the 21st Century

Conquest’s Brand Health Monitor is a cutting-edge tool for tracking the effectiveness of marketing communication and for getting the best out of your media spend. It can show how your creative and media strategy are driving brand health over time, as well as highlighting how your communication can be improved and fine-tuned.

Going beyond the old models

Much of contemporary brand tracking is based on an outmoded model, in which brand communication works through rational persuasion. Yet so much of today’s advertising is aimed at creating engagement or contagion, which is why standard tracking methodologies are often unable to capture the impact of today’s advertising.

Measuring emotional response: Metaphorix®

Brand communication needs to create brand engagement, which is about emotion. Our unique Metaphorix® approach employs online visual representations of primary metaphors to access consumers’ immediate emotional response – thus avoiding the over rationalisation inherent in traditional question formats, and providing a more direct route into how consumers feel about your brand or advertising.

Measuring contagion: infeXious™

InfeXious is a new generation online tool that helps marketers and advertisers track the success of great social ideas - the ideas that inspire us to share them with others, and ideas that light a fire underneath brands and help them to spread.

InfeXious™ breaks contagion down into its component parts - each informing a visual metaphor representative of a particular aspect of contagiousness, such as Buzz, Belonging, Numinosity, and Energy. It allows respondents to employ their imaginative empathy to identify the contagiousness of advertising and brands.

Pinpointing media effectiveness

Conquest’s unique approach to media-mapping helps pinpoint the effectiveness of different media and media combinations, showing you how media is extending the reach of the campaign, as well as isolating the impact of different elements of the media mix on brand health.

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