Brand health measures your mother would love
Belle Frank and Michael Sussman
Mother always used to say if you've got your health you've got everything. It's a fairly universal thought that can be expressed in many languages and reflects the wisdom of many different cultures. And while we have learned that mother knows best, when it comes to brand health just knowing how healthy you are may not be enough. And supplementing our health measures with psychology-derived concepts like brand personality or consumer brand relationships is not enough either. The real value comes from a brand health model...