It's shocking how many brand marketers are stuck with brand trackers they hate. We tell ourselves we can't change the way we look at consumer perceptions of our brand and key brand health metrics, because "we'll lose all of our historical data" even though very few teams have made actionable, strategic decisions based on the outputs of that data.
Cynthia Davis (Director of Consumer Insights at Denny's) and Chris Plating (VP, Brand Planning at Erwin Penland) will talk about Denny's decision to transform their brand tracker from a client and agency perspective. The presentation will cover key hurdles, strategic impact, economic advantages and future evolution of their approach.
We will invite brand marketers in similar situations to share and discuss in an open and collaborative conversation about how we best tap into the tools at our disposal, syndicated research partners, custom primary data inputs and the wide array of social listening/research options.