{"id":8399,"date":"2026-06-05T08:48:48","date_gmt":"2026-06-05T08:48:48","guid":{"rendered":"https:\/\/actfuture.com\/8399\/you-have-to-accept-a-sometimes-brutal-reading-of-brand-value\/market-research-en\/isabelle\/"},"modified":"2026-06-05T08:58:54","modified_gmt":"2026-06-05T08:58:54","slug":"you-have-to-accept-a-sometimes-brutal-reading-of-brand-value","status":"publish","type":"post","link":"https:\/\/actfuture.com\/en\/8399\/you-have-to-accept-a-sometimes-brutal-reading-of-brand-value\/market-research-en\/isabelle\/","title":{"rendered":"“You have to accept a sometimes brutal reading of brand value”."},"content":{"rendered":"

Thanks to Thierry Semblat<\/a>, Market Research News \u27a4 MRNews.fr<\/a>, and Georges LEWI<\/a> for this exchange that puts an essential question back at the center of the game. What if this “brutal reading” was precisely what advertisers lacked today to truly pilot their brand? <\/p>\n

In a day-to-day world saturated with KPIs, many organizations ask themselves – without always being able to answer them – some very concrete questions:<\/strong>
\n– What is the true value of my brand today?
\n– Is it progressing… or eroding without my seeing it?
\n– And above all: where should I invest now to create value?<\/p>\n

The challenge is no longer to have more data.
\nThe challenge is to have the right benchmarks to make decisions.<\/p>\n

This is precisely the ambition of the Brand Vitality Index:<\/strong>
\nTo finally link what is too often separated
\n\u2192 financial performance (pricing power, ROI)
\n\u2192 and the strength of the emotional bond with audiences<\/p>\n

Moving from measurement to understanding<\/strong>
\n\u2192 why my brand performs (or doesn’t)
\n\u2192 which levers really activate value<\/p>\n

Transforming insight into concrete action<\/strong>
\n\u2192 prioritizing investments
\n\u2192 activatable recommendations (pricing, innovation, communication, architecture)
\n\u2192 clear benchmark vs. competitors<\/p>\n

Gain in efficiency<\/strong>
\n\u2192 shorter lead times (up to x10 with AI)
\n\u2192 optimized costs
\n\u2192 an accessible tool, including for non-global brands<\/p>\n

To sum up:<\/strong>
\n– fewer dashboards
\n– more decisions
\n– more driven value
\nYes, this sometimes means accepting an inconvenient truth.
\nBut it’s also what turns a brand… into a genuine strategic asset.<\/p>\n

Find out more in the latest dossier from Market Research News:
\nhttps:\/\/lnkd.in\/eMb2mYPX<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Thanks to Thierry Semblat, Market Research News \u27a4 MRNews.fr, and Georges LEWI for this exchange that puts an essential question back at the center of the game. What if this “brutal reading” was precisely what advertisers lacked today to truly pilot their brand? In a day-to-day world saturated with KPIs, many organizations ask themselves –…<\/p>\n","protected":false},"author":4,"featured_media":8396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-8399","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research-en"],"_links":{"self":[{"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/posts\/8399","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/comments?post=8399"}],"version-history":[{"count":1,"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/posts\/8399\/revisions"}],"predecessor-version":[{"id":8410,"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/posts\/8399\/revisions\/8410"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/media\/8396"}],"wp:attachment":[{"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/media?parent=8399"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/categories?post=8399"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/actfuture.com\/en\/wp-json\/wp\/v2\/tags?post=8399"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}