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Beyond the marketing bubble
Signal integrates foundational principles from brand measurement and the behavioural and social sciences.
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There's more to mental availability
Category Entry Points are not the whole story. Brand decisions are driven by diverse assoications and universal heuristics.
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The signal framework
Signal distils the literature into 4 basic heuristics that provide a more holistic view of how brands grow.
THE SIGNAL FRAMEWORK
FITNESS
CATEGORY ENTRY POINTS
VALUES
We quantify the opportunities available to brands in aligning their narratives with people's values and worldviews.
SOCIAL NORMS
We focus on the power of social norms and common knowledge. It's not about what individuals know about the brand. It's about what they know other people know.
Evolutionary psychology tells us that signals of success, quality and reliability are the basic building blocks of decision making, but these are often neglected in the marketing narrative of how brands grow.
We build on the established science of category entry points and the importance of building rich and diverse memory structures.
The signal database
From Dog Food to Electric Vehicle's.
From Fashion Retailers to Law Firms...and everything in between.
Our growing database includes 100's of brands across B2C and B2B.
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Signal is a reliable indicator of real-world performance
Signal scores correlate strongly with stuff that matters in the boardroom (e.g. sales and market share).
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CEPs are never the only driver in a category
Brand strength depends on the same universal heurisitics (fitness & social norms) that drive all everyday decisions.
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Answering three key questions
We benchmark your brand against the signals that matter and identify your opportunities for growth.
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Signal star ratings
A snapshot of your brands performance against competitors and exemplars across diverse categories.
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Identifying your brand's signal signature
Benchmarking your brand against your competitors and all brand norms from the signal database.
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Detailed signal diagnostics
Driver analysis identifies the specific signals that really matter and drive success in category.
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How will you use Signal?
A flexible framework with a range of applications across brand, media and communications.
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Read the Signal white paper
What's your signal?