Two Hidden ROI Secrets in Branding

Branding is crucial for businesses, and many companies measure their brand’s progress. Yet, most miss out on two major opportunities. I discovered that brands tend to fall into one of two categories: "consideration lovers" or "blind performers"—both with critical blind spots.

Blind Performers

Some brands don’t invest strategically in branding. A food company we worked with relied on foot traffic and was skeptical about advertising. They tested out-of-home ads, aiming for immediate sales but didn’t see clear results. After conducting a marketing mix model, we found that while short-term ROI was between 1.5x to 4x, the total ROI was a staggering 9x. This means ads build brand awareness that drives sales over time—something many companies fail to grasp. Retailers and fundraisers often fall into this "blind performer" trap, not realizing that even direct marketing builds brand value in the long term. Our advice: invest in brand building, track its effects, and you'll see exponential returns.

Consideration Lovers

On the flip side, "consideration lovers" obsess over metrics like brand awareness and purchase intent. They measure how likely consumers are to buy, but they overlook a crucial aspect: the ability of a brand to command a price premium. Few brands systematically track this. But with tools like Supra's Implicit Price Intelligence, brands can now efficiently measure price premium potential, leading to optimized pricing and higher profits.

Our advice: upgrade your brand tracker to a brand premium tracker (DM me for details)

The Two Blind Spots

Which category does your brand fall into? If you’re a "blind performer," there’s untapped potential in brand-building that can drive significant ROI. If you’re a "consideration lover," start tracking your brand’s ability to command a price premium to unlock new profit opportunities.

Want to know how to 10x your marketing impact? Dive deeper into these insights over on?Substack , where you’ll learn the cutting-edge strategies to take your branding efforts to the next level.