What is a ‘good’ advertisement? This seemingly simple question is surprisingly difficult to answer.

In everyday language, we often refer to a ‘good advertisement’ as a ‘fun advertisement’. An ad that is cleverly made or one that succeeds in making us laugh or think. From this perspective, advertising quality is equated with the criteria with winning a Gouden Loeki.

For brands and advertisers, however, an advertisement is only ‘good’ when it helps achieve the campaign's objectives.

“The advertising world is in a fatal creativity crisis.”

With this statement, marketing scientist Orlando Wood (System1) sounded the alarm in 2019 with his book ‘Lemon. How the Advertising Brain Turned Sour’. In the book, he describes how creative and bold advertising is increasingly being replaced by an uninspired approach. This approach results in rational, abstract, and downright forgettable advertising: deadly for impact.

There's nothing wrong with the NPS, but with how people use it.

Net Promoter Score, or NPS, is one of the most popular ways to measure customer satisfaction. The idea is simple: you ask customers how likely they are to recommend your product or service to others, on a scale from 0 to 10. The answers are then used to calculate your score and classify into three groups: Promoters, Passives, and Detractors. Sounds easy, right?

Brands like to keep their finger on the pulse when it comes to their health. Smart, but then you have to measure the right things. In this blog, you'll read about which brand health metrics provide a meaningful reflection of the health and growth potential of brands.

The purpose of brand tracking is, on the one hand, to see the impact of marketing efforts reflected in visible KPIs. On the other hand, tracking is useful for spotting early indicators that signal an increase or decrease in market share.

But which metrics are worth measuring? In theory, you could measure hundreds of metrics, leading some brand trackers to expand into questionnaires that seem endless. Needless to say, this makes it challenging for brand managers to act on.