A new model of brand dominance: How to win by ignoring the marketing funnel

David Gutting

Details a more holistic approach – the Whole Brand Index (WBI) – to the customer experience by measuring a brand’s combined unified power, market actions and purpose in place of traditional marketing funnel metrics.

“There will always be people who are ahead of the curve, and people who are behind the curve. But knowledge moves the curve.”

– Bill James

Great brands move the curve.

When you look at them closely, you realize they manage growth differently than lesser brands. Bill James knows this. As the godfather of Moneyball, a methodology applied to baseball teams that uses statistical analysis to reveal undervalued players, he’s a master of finding value that others miss, using the knowledge derived from his analysis to do so.

For the past two years, my colleagues and I at Barkley have...

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