Taking brand tracking to the next level: How experiences can predict behaviour

This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.

Taking Brand Tracking to the Next Level: how experiences can predict behaviour

Hannah Fisher & Fiona Blades MORE TH>N / MESH Experience

Introduction

The problem with traditional brand tracking is that Consideration doesn't move, or is slow to move. Even if it does move, we don't really know why, or we have to guess at why something has happened.