Being at the “center of culture” is crucial for brand marketing effectiveness. While the fashion industry has measured consumer engagement, understanding brand perception has been elusive. Launchmetrics addresses this gap by enhancing media impact value (MIV) with two new offerings: Identity and Relevance. These insights integrate AI-driven qualitative assessments to better understand how brands resonate with audiences. CEO Michael Jaïs emphasized a shift from solely quantitative metrics to a focus on emotional connections, which often reveal missed opportunities. Launchmetrics’ AI analyzes social media and news to gauge perception, identifying key advocates that align with brand ethos. For example, Balenciaga achieved a high Creative Intensity value, driven by its recent identity evolution and strategic partnerships. In contrast, brands like Coach lagged in perceived creativity, despite potential. This AI-based approach promises a new dimension in fashion marketing, providing a comprehensive view of brand creativity and consumer perception in today’s dynamic landscape.
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