BrainJuicer Launches System 1 Brand Tracking Tool

UK-based BrainJuicer has introduced a new methodology which taps into consumers' likelihood to select brands while on auto-pilot, in order to understand the current strength of a brand and predict whether it is likely to be growing or declining a year from now.

The new 'BrainJuicer Brand Tracking' is based - like much of the agency's work - on 'System-1' thinking, a phrase used by psychologist and Nobel Laureate Daniel Kahneman to describe the way consumers make most of their decisions: quickly, intuitively and emotionally.

According to BrainJuicer, the probability of a brand being chosen can be measured on just three factors: fame, feeling and fluency. Fame describes how readily a brand comes to mind in the category, reflecting current brand share; feeling shows how strongly people feel about a brand and predicts future brand share; and fluency defines how easily people recognise a brand, which reflects the price it can charge. Brands are categorised using these terms, to provide a one-to-five star rating of their current strength.

Company founder John Kearon (pictured) explains: 'Profitable brand growth comes from a long-term, creative commitment to building fame, feeling and fluency and should be measured as such. Our new System-1 tracking approach provides a much clearer and incisive picture of a brand's performance, as well as predicting the future brand performance of all the brands in any category'.

Web site: www.brainjuicer.com .