Gold Brand Tracking^TM

• Develop a full and thorough understanding of initiatives from your customer journey work
• Develop a customized but rigorous approach to your tracking study
• Assure that your important journey work, including findings such as stopping revenue leakage, improving brand loyalty, and improvements leading to stronger revenue reveal ongoing success at your organization
• Actionable and relevant reports generated at a cadence that is right for your company stakeholders and product(s).
• Modular and Flexible:
  • Company initiatives and transitions vary at a high rate. Gold’s ability to focus on different aspects of your business is key to the development of an actionable tracking study.
  • Gold Tracking Studies reflect high levels of customization and can add additional depth, based on your needs:
    • Brand Imagery, Loyalty, Equity
    • Advertising and Communication Research
    • Effect of Price Changes
    • Introductions of Products
    • Introductions of New Brick & Mortar Designs
    • Introduction of Online or Broadcast Communication / Incremental Media Spending
    • Introduction of Products/Services in Test Markets
    • Analysis of Experiences Linked to Operations or Operational Changes
  • Awareness, consideration, usage, communication elements, brand equity, brand comparisons, and more are measured and shown in trend, with data notations that show when initiatives started.

Ideally, your brand journey tracking study starts with planning at the initiation of your journey work. This will enable you to:

• Seamlessly integrate the journey and tracking studies and develop the design through implementation of your initiatives
• Assist in developing and clarifying measurable business objectives
• Begin development of a tracking pre-wave launch prior to initiative implementation

Of course, the tracking study can begin at any time after your initial journey work. The objective is to measure and assure that the transition in consumer perception based on journey work is progressing.

All tracking studies have different objectives and goals, but the core of the study has a clear framework.

Design Approach and Framework Elements:

• Track, identify, and quantify journey decision points and how initiatives affect consumers/ customers. 
• Understand the landscape of customer choices and their reaction to the broad experience of category exploration and engagement
• Help discern connection points with your brand and the rational and emotional responses to journey  initiatives, whether it be new brand messaging, brand refresh, new advertising strategy, and/or operational initiatives.
• Identify consumer priorities, actions, and intentions that are being taken in reaction to the upgraded brand and operational experiences and touchpoints 
• Allow for flexibility around incidental  internal and competitive topics and provides a vehicle to explore the unexpected.