Tom Morris

Tom Morris

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

Close-up photograph of a thick rope pulled to extreme tension, its fibres beginning to fray under the strain as hands pull it taut, suggesting a deliberate test of how much a brand's equity could withstand before a real event puts it under pressure.

 • 26 Jun 2026

Stress-Testing Brand Equity Before the Market Does

A bank knows how it would fare in a downturn before the downturn arrives, because it is made to find out. Most brands discover how Read More

brand health metrics brand tracking brand equity Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement strategic brand measurement Provenance Premium Name Equity Stress Test Tracker Design
Photograph of a single brightly coloured, trend-styled beauty product standing out as the hero on a plain mass-retail shelf surrounded by muted, ordinary packaged goods, suggesting a viral online brand newly arrived in mass retail where it does not yet belong.

 • 19 Jun 2026

The Shelf Test: When Viral Brands Meet Mass Retail

A brand built on algorithmic discovery and novelty has just landed on a mass-market shelf. Whether its equity survives the move is a Read More

brand health metrics brand equity Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement Defensive Visibility Elasticity Signals Segment Drift Brand Expansion Digitally Native Segmentation Retail Strategy
Over-the-shoulder photograph of a person holding a smartphone where an AI assistant, asked which coffee machine to buy, recommends one option over several alternatives, suggesting brand choice now forms inside an AI answer the customer never leaves.

 • 12 Jun 2026

When AI Answers First: Brand Choice in the Zero-Click Era

A growing share of brand consideration now forms inside an AI answer the customer never leaves. The teams optimising for clicks are Read More

brand health metrics brand tracking Consumer Insights Marketing Strategies Marketing ROI Brand Strategy Brand Health Measurement strategic brand measurement Defensive Visibility Trust Penalty AI and Brand Measurement Zero-Click Search Marketing Measurement
Photograph of a shopper's hand reaching for an amber jar labelled with a gold kangaroo and the words 'Made in Australia', priced at $24.99 beside a similar product, suggesting the price a credible country-of-origin signal can command at the point of choice.

 • 5 Jun 2026

Provenance Premium: Pricing Country-of-Origin Trust

Where a product comes from can earn a brand consideration and price it would not otherwise command. Most trackers record the sentiment Read More

brand health metrics Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement strategic brand measurement Defensive Visibility Willingness to Pay Pricing Power Provenance Premium Brand Trust Country of Origin Elasticity Signals
Photograph of a branding iron searing the word 'Name' in glowing molten letters into dark leather, with orange dollar signs rising in the smoke above it, suggesting a brand name carries real, measurable commercial value of its own.

 • 29 May 2026

Brand Name Equity: What Zip Paid to Keep a Word

When a brand name is a load-bearing commercial asset, the cost of losing it can exceed the cost of buying it back. Zip just proved the Read More

brand health metrics brand equity Consumer Insights Marketing ROI Brand Strategy Brand Health Measurement strategic brand measurement Defensive Visibility Trust Penalty Switching Window
Mid-elevated photograph of a supermarket trolley split visually into two halves, with branded grocery products on one side and stark white-label private-label equivalents on the other, and a shopper's hand hovering mid-decision between the two, suggesting trade-down behaviour at the moment of category choice.

 • 22 May 2026

Trade-Down Patterns: The Mechanism Most Trackers Miss

Cost-of-living pressure does not just reduce category spend. It restructures it. Most brand trackers report the result and miss the Read More

consumer behaviour brand health metrics brand tracking Consumer Insights Market Segmentation Customer Insights BrandResearch pricing strategy Customer Segmentation Consumer Price Sensitivity Trade-Down Patterns Cost of Living Private Label