The title Emotion could be a better way to measure brand value highlights the evolving landscape of brand valuation in the marketing industry. Traditionally, methods like revenue, net earnings, and net promoter scores have been used to assess brand worth, but there is a growing consensus that these metrics may not provide a comprehensive view.
According to a recent study, the net promoter score (NPS) may become obsolete in a majority of organizations by 2025, signaling the need for more advanced ways to determine brand value. One innovative approach gaining traction is the use of emotion as a key indicator of brand growth.
Emotion, defined as an instinctive feeling separate from reasoning, is increasingly recognized as a driving force behind customer behavior. By understanding and quantifying emotions like trust and loyalty, brands can better assess their true value in the market. Companies like Equinox have successfully leveraged emotional connections with customers to enhance loyalty and engagement.
A new tool, the Net Emotion Score, utilizes AI and data science to measure brand love and customer sentiment accurately. This approach seeks to address common challenges faced by CMOs, such as reducing investment risks, enhancing loyalty, and improving customer acquisition.
In a rapidly changing marketing landscape, the ability to gauge emotional responses and leverage them to drive brand value is becoming essential. As more companies embrace this concept, a shift towards emotion-driven brand assessment may redefine how businesses measure success in the future.
