Consumer behavior is changing faster than ever. Today, consumers swipe once to plan a blind date, twice to order a four-course meal. The 1,440 minutes of their day is splintered into hundreds of bite-sized moments. They zigzag to do what they want or need to do, like bumblebees pollinating plants and flowers. They are truly Always-On Consumers, adaptive and connected. They change their behaviors faster and adopt technologies earlier than companies.
Most companies react too late, because marketers are ill-equipped to understand and respond to the Always-On Consumer. For the brand to influence consumer behavior in context, marketers need a new way to understand the strength of their brand.
In this presentation, we introduce a new way of doing just that, by using the Brand Power Score (BPS).