As companies shift from product-led growth of the 2010s to brand-led growth in the 2020s, there is a critical gap in measuring brand effectiveness. Despite marketers recognizing brand awareness as vital, traditional metrics often overlook the 95% of potential buyers not ready to purchase. This uncertainty leads to challenges in proving the impact of brand initiatives, prompting companies like Tracksuit to innovate in brand measurement. The shift indicates a move towards data-driven branding strategies, mirroring changes seen in HR with people analytics.
One sign of this transformation is Tracksuit's recent $25 million Series B that puts brand measurement front and center.
We are entering an era where brand will no longer be judged by feel or familiarity alone, but by data.
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