MSW's Predictive Brand Growth Framework™
MSW's Predictive Brand Growth Framework™ is a process of connected, proven and sales-validated metrics and in-depth diagnostic measures that delivers a balanced approach to insights and aligns with each stage of your brand development cycle.
Designed to be used collectively at every stage of the process or independently at any step along the way.
Included are MSW's Patented, independently certified, sales validated measures of CCPreference™, CCPersuasion™ and Customer Acquisition Forecast™, it is the most accurate, proven and independently validated approach to identifying short-term sales and long-term equity for your brand.
Foundation & Purpose
Establishes the building blocks for brand growth; a complete understanding of the customer, category, brand, how they interact and strategic direction that will yield the highest brand growth.
Targeting & Positioning
A process for classifying customers by their behavior, needs, wants and desires and narrowing in on the those that represent the highest brand growth potential. Once your target is identified, learn what actionable brand messaging elements are needed to achieve that potential.
Screening & Development
The ONLY advertising development system that predicts the likelihood and magnitude of ad impact on future sales volume and market share. We evaluate advertising from early stage concept to fully finished executions of ALL touch points: TV, Print, Radio, Digital, PR, OOH and more. Our methodology captures the level of Preference that the brand holds in the minds and hearts of consumers, and how this “lifts” from exposure to advertising or other brand communication. This patented methodology has been validated to actual business results more than any other advertising measurement in the industry.
Modeling & Forecasting
More than 50 years of experience built into a patented agile platform that enables scenario based learning and iterative what-if analysis to determine optimum customer acquisition, ad flighting, channel selection and media allocation.
Tracking & Feedback
A suite of customizable tracking capabilities which covers advertising performance through brand equity tracking, made unique by our use of MSW’s Brand Preference as the one primary aggregate measure that is proven and validated to match in-market brand share. Other KPI’s collected triangulate to this single trusted measure and lend to the reliability and insights. These techniques capture advertising and environmental impact on brand preference and other KPIs while also identifying drivers of and barriers to preference changes across the competitive set. And, our unique and proven trigger technique powers an early warning system and separates true shifts from random noise.