brand tracking (2)

Photograph of a marketing leader pushing aside a glossy report with one big upward chart and annotating a plain working document headed 2027, illustrating choosing governing brand metrics over vanity metrics when setting KPIs.

 • 14 Aug 2026

How to Set Brand KPIs for 2027: What to Measure Before Plans Lock

Between now and November, most Australian marketing teams will lock their 2027 plans. Budgets will be argued, channel splits decided, Read More

brand tracking measure brand equity Brand KPI's Brand Metrics Marketing Planning
Photograph from inside an empty car showroom of a small retro city car being admired and photographed through the window by passers-by who do not come in, illustrating a brand that is universally recognised but no longer bought.

 • 7 Aug 2026

When Everyone Knows You and Nobody Buys: Fiat's Australian Retreat

In June, Ferrari sold 16 new cars in Australia. Lamborghini sold 18. Fiat, a brand every Australian can name and most can picture down Read More

brand salience brand awareness brand tracking mental availability Fiat Australia
Photograph over a person's shoulder of a laptop showing a generic AI chat assistant giving a single self-contained answer to a question, with no links or search results to click, illustrating how AI answers brand questions directly and the customer never clicks through.

 • 24 Jul 2026

Why AI Search Makes Perception Measurement Non-Negotiable

As discovery moves into AI answers and behavioural signals go dark, asking people directly becomes the reliable signal, not the Read More

brand tracking brand measurement Defensive Visibility Trust Penalty Commercial Measurement Perception Measurement AI Search
Photograph of a business team celebrating the end of a crisis in a blurred office background while one professional in sharp focus looks with concern at a screen showing a line that has fallen sharply and not recovered, illustrating a brand that believes it has recovered while its trust data has not.

 • 17 Jul 2026

Recovery Lag: Why Trust Returns Slower Than It Leaves

Trust falls in a step and returns on a slope. The gap between the two is a measurable dynamic most brand reporting cannot see. Read More

brand tracking brand measurement Trust Penalty Switching Window Elasticity Signals Commercial Measurement Recovery Lag
Close-up photograph of a hand holding a smartphone whose vivid electric-blue screen, the only bright element in a dark frame, shows a

 • 3 Jul 2026

Trust, Interrupted: What Optus Reveals About Recovery

Why a brand can be operationally repaired and commercially still bleeding, and how to read the gap between the two. Read More

brand tracking brand measurement Trust Penalty Switching Window Commercial Measurement Recovery Lag
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
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