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Summary of Brand Data Content asks: Question 1: Overall, how well are we keeping to Goal and Soul?   Context: With the quick adoption of “Ideas”, there may not have been all the guardrails to keep output within the regions we set out to be in. What data is needed?  Pillar scores (similar to what was sent already) but to include other zones beyond: Conviction, Vision, Real and Ease. Roles:  Hotspex: Send the tabular pillar score data (RBC and Competitors, 2019 to 2025) RBC: Analysis and Visualizations   Question 2: Creatively, how consistent are we are keeping to Goal and Soul?  What is the impact of the creatives with respect to Predispositions and Ideas? Context: Similar to 1, have quick adoption led to overly broad execution of “Ideas”.  While some creatives may still perform well to consideration, ideally, we want creatives working well on consideration AND Ideas. What data is needed? From Ideate, creative level data with associated diagnostic metrics such as: Idea Score, Consideration, Brand Pillars, Brand Link, etc..  Eg. Quadrant analysis of Idea Score vs Consideration – what are the examples of creatives that worked well on both? Roles:  Hotspex:  Provide data in tabular format and support analysis + find good examples of creatives that embody both performance and ideas RBC: Support analysis and visualization Nb. We have a meeting next week to chat through in detail but with timing, if data transfer is a roadblock, I will lean on your team for the analysis to keep us moving.   Question 3: What is the impact of Brank Link on Top of Mind / Salience?  With TD’s strength in TOM, what is the impact of Spend vs Brand Link? Context: While TOM can be impacted by spend, brand link should improve the identifiability making paid amplification more effective. What data is needed?  Ideate data but @Kamala Allsopwould ideally want to assess TD and compare to us.   Roles:  Hotspex: Ideate data (particularly around TD) + analysis support  RBC: Support analysis and visualization   Question 4: Why is emotional association / ownership of Ideas important?  Why do we need to own both emotional and rational attributes? Context: To reinforce the importance of these metrics / approach, and owning both emotional and rational provides greater impact. What data is needed?  Idea bank metrics, Brand Pillar Score, Predisposition Metrics (Consideration, Recommend, Favourability) Roles:  Hotspex: Analysis.  The analysis builds off of a past slide that shows cumulative impact of the Idea Bank Metrics on the Predispositions (ie. associating to more ideas bank attributes means better on the predisposition scores).  I want to see this with emotional as well.  Hoping to show Emotional is important, but more so, ownership of both is even more important.     Overarching, we would want your support to validate our narrative / analysis in case there are nuances with the data (ie. sampling issues, weighting, different methodologies, etc).