When a well-known national retailer decided to reposition its brand, they recognized that access to the right analytics and tracking would be critical to measuring success. They called Big Chalk. Big Chalk has become the standard-bearer for evolving the discipline of Brand Health measurement and application. The Big Chalk team crafted custom data collection tools purpose-built to monitor consumers’ shifts in brand perception and alignment with the brand’s new focus.
Big Chalk’s Brand Health on Demand service provided the chain with the people, the data, and the benchmarks to evaluate the effect of their changes and to make adjustments along the way. We developed the survey instruments and collected the data using a methodology that enables brand health and marketing mix model integration – empowering the retailer to shift its media allocation to channels most efficient at driving the new brand message.
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One of the most difficult challenges with Brand Health research is making it actionable. By tying shifts in brand perception to messaging and media channels, Big Chalk showed us meaningful ways to course-correct and keep driving the new identity forward.Brand Manager, U.S. national retailer