The brand equity that is built or lost in back-channel conversations––where experiences are shared between people––is arguably the most influential variable moving someone closer to, or further away from your brand.
Yet, it’s often overlooked or forgotten altogether.
All because you can’t track it on a dashboard.
Being data-driven is great. But only when you understand what actually influences behavior.
So, how do you measure this?
Well, you don’t. You just know that it matters more than anything else.
And instead, you hedge.
You treat people like humans, not numbers. Like brand influencers, not qualified or unqualified dollar signs.
And you allow your experiences to market for you.
People are talking.
The question is: What do you want them to say?
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