C Impact Hub

Impact Hub

Decisions driven by measuring the state of the brand

The Challenge

Impact Hub needed to measure the state of its brand.

In addition, it was also essential to:

  • Establish a medium-term measurement system
  • Suggest actions arising from the reading of this first measurement.

Our Answer

A first model was developed based on information available in Impact Hub plus existing public information from its competitive environment.

From this it was sought to:

  • Recognise those few metrics that already exist to measure the Impact Hub brand’s performance
  • Build an ad hoc model for the first performance measurements of the Impact Hub brand
  • Set targets to be achieved, measured, recognised and aligned with business objectives
  • Establish missing KPIs and how to obtain them in order to engage in a process of continuous improvement of the measurement and decision making system

The Results

The major benefit for Impact Hub of carrying out this project was having a tool which allows to take more objective decisions related to branding, marketing and communication actions.

The process made it possible to obtain:

  • Competitive map
  • Customer segmentation
  • Customer-brand-needs relationship map
  • Systematised brand measurement and decision making model
  • Knowledge of brand’s current performance status
  • Business rationale behind the adopted model
  • Forthcoming information needed to complete the model

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