Brand Impact Score

Uncover the impact your Brand has on Business Success.

What is Brand Impact Score?

With Brand Impact score we offer a clear, data-based view of your brand’s health, resilience, and market performance. Know your Score and use this to help you decide on future priorities and marketing decisions. Benchmark the score over time, against other brands or across markets.

BRAND RELATION

Determines the level of consumer engagement with your brand. How strong is the emotional connection to your brand?

BRAND ACTIVATION

Assesses how your brand currently drives short-term sales. Even when focusing on long-term branding, activating short-term sales is important.

Get your Brand Impact Score

BRAND BUILD

Evaluates how your efforts contribute to building long-term branding. This is a crucial component in generating sustainable business growth.

Why - and how it works

With Brand Impact Score we activate your existing metrics such as brand awareness and NPS, improve the effectiveness of your ad spend and lay the foundation for a much more balanced and valuable use of your media and marketing budget.

To this point, the decade long “digital first” agenda has had a major impact on ad spend. While this has been very positive for performance marketing and consequently short-term focus, it may have been at the expense of longer-term brand building.

According to the Advertising Association/Warc Expenditure Report a massive 78,4% of all ad spend is on online formats in the UK and in some markets 50% of the total ad spend (not including influencers) has been spend on Search and SoMe alone.

The question is: How has this impacted the business performance of your company and its brands?

1. DATA COLLECTION

All we need are a few easily accessible data points from you such as maturity, brand awareness and ad spend. If you’re missing any, we have a solution for you.

2. DATA ANALYSIS

Our proprietary system calculates and delivers your Brand Impact Score and the three sub-scores rating from 1-100.

3. INSIGHTS

You receive a personalized report with score, insights and recommendations. The result is benchmarked, and the recommendations are tailored to your specific company and market situation.

What’s in your report

Brand Impact Score along with detailed sub-scores.
It is color-coded and numerical for clarity showing your status vis a vis your market, industry, or brand maturity.
Allows you to assess your brand’s current health, resilience, and value with quantified precision.

< 40 your brand needs attention or strategic discussion

70-100 your brand is powering sustainable growth

40-69 your brand is maintaining current impact

Actionable Recommendation

You’ll also receive actionable recommendations to improve your brand’s performance tailored specific to your brand.

As an example:

"Evaluate whether your current search ad spend (focused on low-funnel activities) is delivering optimal returns."
"Offset any drop in Working Media Share to ensure brand presence."
"Prioritize and communicate key propositions that resonate more with your audience."

Client value

Why you should invest in a Brand Impact Score

Enhance your business outcome from marketing

Achieve a strong resilience against recession

Create a clear link to Finance and Strategy

Activate existing key metrics like brand awareness and NPS

Get a clear overview of your brand's potential

Achieve the ideal balance between immediate wins and sustained growth

Boost performance of your short-term marketing initiatives

Make well-informed decisions about marketing and strategy

If you are familiar with Andrew Ehrenberg, John Philip Jones and Byron Sharp

Actual case from international company

Presented below is a unique case study featuring 12 years of data across multiple markets, highlighting the value of the Brand Impact Score.

Same company, same brand, same offering, same promotions, same digital share – but different brand focus.

Company case intro screen

The development in the three countries
The chart illustrates the sales growth from company inception till today in three different markets. Same company, same brand, same offering, same promotions, same digital share – but different brand focus

Country A: The chart illustrates the sales growth from company inception till today in three different markets. Same company, same brand, same offering, same promotions, same digital share – but different brand focus

Country B: The chart illustrates the sales growth from company inception till today in three different markets. Same company, same brand, same offering, same promotions, same digital share – but different brand focus

Country C: The chart illustrates the sales growth from company inception till today in three different markets. Same company, same brand, same offering, same promotions, same digital share – but different brand focus

Comparison of the three countries

Get your own Brand Impact Score

BASIC

Data gathering
Analysis
Benchmark
Brand Impact Score and three sub scores
Report
Actionable insights and recommendations

10.500 Euro/year

PREMIUM

2 annual reports
(2 Brands, 2 markets
or 2 measurements)
Data gathering
Analysis
Benchmark
Brand Impact Score and three sub scores
Report
Actionable insights and recommendations

16.000 Euro/year

Get your Brand Impact Score

Who Is It For?

Brand Impact Score is designed for CMOs, CFOs, and CEOs across all industries and markets. It’s most effective when used once or twice a year to keep your brand strategy aligned with business goals.

What We Need to Get Started

Getting started is easy. All we need is existing marketing data - just fill out a simple template we provide.

Our streamlined analysis process delivers your Brand Impact Score and recommendations within a week, so you can quickly begin making data-driven decisions.

Data Privacy: We delete the input data after analysis but keep the output for benchmarking purposes.
No Data? No Problem: If you don’t have certain metrics like brand awareness, we offer solutions to fill the gaps.

About us

Morten Stig

Co-owner

Throughout his career, Morten has worked closely with clients as a Trusted Advisor, addressing a wide range of analytical, marketing, and business challenges.

This includes defining tasks, conducting analysis, delivering solutions, implementing recommendations, and ensuring overall client satisfaction.

The approach is rooted in deep knowledge and experience across analysis, marketing, and strategy, as well as a comprehensive understanding of each client’s unique challenges and business needs.

Lars Quaade

Co-owner

Lars combines his expertise in applied mathematics and statistics with strong business insight.

With a holistic approach to data, Lars is focusing on how different analyses can work together to maximize value for clients.

The approach is rooted in deep knowledge and experience across analysis, marketing, and strategy, as well as a comprehensive understanding of each client’s unique challenges and business needs.

Decision Fuel

Backed by over 20 years of experience in data, analysis, and marketing consulting, Decision Fuel is dedicated to helping companies drive real, measurable results. From leading the way in Marketing Mix Modelling in the Nordics to conducting Sales Potential Analysis and calculating M&A Value, our expertise spans a wide array of fact-based impactful business solutions.

Every insight we provide is grounded in real-life business cases, delivering actionable recommendations designed to elevate your business performance. As an independent, unbiased consultancy, Decision Fuel is not promoting specific agendas or outcomes.

We developed Brand Impact Score, as a proprietary and universally applicable tool, to help brands get even more business success from marketing.

Get your own Brand Impact Score

Contact us for more info, questions, one-pager or case example

Decision Fuel
2900 Hellerup
Denmark

Morten.Stig@Decisionfuel.dk