Since the sales funnel is no longer a straight, predictable line, brands need to reassess their KPIs. Barkley’s Whole Brand Index (WBI) analyses brands using a more holistic approach that also takes into account other traits, such as purpose.

Why it matters

Even as marketing has evolved over time, how to evaluate success has not kept up. Tools such as the WBI provide a new lens through which to look at brands and redefine what success looks like.

Takeaways

• Brands Barkley classifies as “Whole Brands” approach consumers from an all-encompassing perspective, looking outside “standard” marketing metrics, to things like design...