Brand Tracking.

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We understand that each brand is unique, so whilst our approach is centred around tried and tested principles, we tailor our brand tracking approach to meet each client’s particular needs. This means that you will track what is important to your brand and your customers in a way that works for you, ensuring your brand and your communications are working as hard as they possibly can.

How we do it.

Bespoke tracking for your brand goals

At Walnut we truly feel that a ‘one size fits all’ approach is not the way to approach brand tracking. Each brand is unique, from the way they approach comms and the audiences they target, to the budget they have to spend on communications. If brands are unique, then the way we help them measure their success should be too.

Leveraging the right data, properly

We have developed a core set of principles based on extensive brand tracking experience. We know what works and what doesn’t and can links any findings back to actual data to determine ROI. Our team will fully immerse themselves in the needs of your business and will develop a programme based on sound principles and experience, that is tailored to your exact needs.

Establishing needs to build the best tracker

The first step in building a tracking programme is establishing what needs to be included in the tracker. This is a crucial step as the power of what you get out of a tracker is defined by what you put in at the beginning. We have developed several processes to ensure the content is correct, right from the get-go.

CategoryCode: the sub-conscious level

Using Reaction Time Testing we establish what is truly important to consumers in relation to your category, at a sub-conscious level. This allows us to define the areas it will be important to track to understand if your brand is meeting the needs of consumers and also how it can find that white space, setting your brand apart from competitors.

Evaluating brand assets

Using RT we evaluate your current brand assets to help you enhance that emotional connection, building brand closeness. We also evaluate how well it cuts through and how unique it is to your brand, weaving in behavioural science to give you an understanding of how to best use your assets.

Working in partnership

We work with you to refine the questionnaire needed for a successful tracking programme. We recommend the inclusion of both implicit and explicit techniques to enable us to identify both conscious and unconscious drivers and perceptions. This enables brands to target the most effective triggers within their control to achieve true emotional brand engagement.

Understanding the nation.

We’ve been tracking the view of the nation since early 2018 on key issues which impact on how we feel about our daily lives. Since the Covid-19 pandemic our study has been used to understand and explore how our feelings towards the situation can impact on our behaviour.

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