WTF are brand health metrics?

""There's enough data and belief that brand lift leads to business outcomes and revenue that people care and are willing to look at brand lift more," said Kevin Goodwin, svp of strategy at New Engen."

""Brand health is a bit of a new muscle memory for us. It's one I'm incredibly passionate about, and I am holding us accountable too," said Kelly Ballou, vp of brand and creative for North American retail at Designer Brands Inc."

The resurgence of the term 'brandformance' reflects a shift in marketing strategies, where brand health is prioritized alongside performance metrics. Marketers are recognizing the correlation between brand lift and business outcomes, leading to a more holistic approach that includes both return on ad spend and softer metrics. Companies like DSW are implementing brand health trackers to measure their effectiveness in influencing consumer decisions. This shift is driven by technological advancements and a reevaluation of performance marketing effectiveness.

Read at Digiday