Brand Health Tracking in 2025: What’s changing and how does this affect Strategy and Financial Performance? ??

Tracking brand perception is tougher than ever.

AI-driven influence, data fragmentation, and shifting customer expectations are making traditional methods obsolete. It does not help that conducting market research requires a lot of nuances to catch bots and bad actors.

Some Key challenges:

???AI & Misinformation?– Consumers trust AI for recommendations, but AI-generated content can distort sentiment.? Unfortunately, the internet is now being swamped with AI generated content full of hallucinations or misleading agendas.

???Privacy & Data Loss?– With cookie deprecation and private communities (a less searchable Reddit, Discord, WhatsApp, etc.), key insights are harder to track.

???Survey Fatigue?– Consumers want passive engagement, making traditional brand tracking less reliable requiring multiple forms of research and analysis to corroborate insights.

???ROI Focus?– Leadership demands brand tracking that links directly to revenue and valuation.? If a better, more profitable decision cannot be made, the value of brand tracking plummets.

???Actionability?– Most brand tracking is very high level with standard segmentation based on demographics or firmographics. Contemporary tracking needs to tie into internal data sets and identify high value customers from everyone else.

How to adapt??

Supplement historic practices with AI-powered analytics, predictive insights, and a 360° approach to customer sentiment.

How is your brand measuring success in 2025?

Let’s discuss an alternative?with Avasta's Winnable Addressable Market (WAM) Intelligence.

How Can Brands Adapt?

? Leverage?AI-powered brand tracking?to analyze sentiment, behavior, and dark social conversations and begin looking at subsets of customers that are more profitable to act on – especially when they’re Winnable.

? Move from?historical tracking to predictive insights?that anticipate brand shifts before they happen.? Avasta’s work has regularly identified for clients that brand is a crucial part of the customer’s purchase decision but not in isolation of other factors – understanding the links between the brand and other reasons to buy is critical, especially if and why customers expect to buy from specific brands in the future beyond just habit.

? Integrate?survey data, social listening, search trends, and financial metrics?for a 360° view of brand health.? This is achieved by identifying the Winnable Addressable Market (WAM) within your overall customer base.? By catering to and marketing to customers that are inclined to buy your offer the way you sell and deliver it, CAC can be reduced and retention can be increased substantially.

? Focus on?customer engagement, loyalty, and discreet advocacy, not just awareness. It is critical to find out if and how customers came to buy your product and if they're paying it forward. Referral, whether explicit or through indirectly through social endorsement is consistently one of the most critical drivers of purchase, regardless of category.

? Diversify your?marketing channels and messaging, not just awareness. In our work, we've regularly identified that no single marketing channel (website, social, advertising, etc.) drives majority of buyers to consume. Neither does a single message. There is a spectrum of reasons to buy that a company needs to be responsible for to reach and sell to their best customers.

Brand tracking in 2025 isn’t just about looking back—it’s about predicting the future and having a focused understanding of who are the best customers for your brand and tracking their reasons to buy distinctly from everyone else.

How is your brand evolving to keep up?

Look forward to your comments! ??

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