Map & Fire Original Research:
Is your business suffering from a “Pretty Good” brand?
63% of business leaders self-identify their brand positioning as being “Pretty Good”…or worse.
A “Pretty Good” brand is a forgettable brand
We conducted original research with 103 businesses to see how their leadership viewed the strength and impact of their brands.
Taking a note from Net Promoter Score (NPS), we were interested in seeing the breakdown of scoring across 3 segments for brands:
1-6: Obviously Weak Brands, 7-8: The “Pretty Good” Brands, 9-10: Great Brands.
The data showed an interesting trend of leaders who rated their brands as a 7-8 or lower.
When your brand is really struggling the problems are in your face. Issues show up in all your efforts across marketing and sales.
But when your’re “pretty good”, you have a sneaky type of challenge – one that’s easy to miss.
How leaders rated their companies
Using a scale of 1-10 (1 = worst, 10 = best)
The trap of the “Pretty Good” brand
Issues aren’t totally obvious so “pretty good” feels like good enough for right now
Meanwhile, your brand isn’t engaging or memorable for customers leaving you behind competitors
Growth goals fall short
Leaders who create Great Brands exceed growth goals
For leaders who rated their brands a 9-10…
Leaders of Great Brands continue to invest and fuel growth
A Great Brand starts with customer research and brand strategy
- Interviews allow us to hear first hand how your customers think about their problems, and provide an opportunity to get below the surface to uncover emotional and aspirational drivers of behaviors.
- Surveys provide large sets of data that we can tease apart to show specific preferences and important themes based on customer demographics and beliefs.
- Align your entire strategy from your high level Purpose, to your unique Position in the market, to your Brand’s messaging and visual communication.
- Create a shareable guide that outlines all the key elements of your brand so that everyone on your team can work from the same playbook and build trust with a consistent experience for your target customers.
Together, these create a 1-of-1 position for your brand.
See what these leaders have to say about working with Map & Fire
Senior VP of Client Services, Eleviant
President, Microfiber Wholesale
Chief Corporate Learning Officer, Emory Executive Education at the Goizueta Business School
Owner, W4 Products
Owner & Founder, Little Saps
Co-Founder, Hi–Lo Liquor Market
Co-Founder, CMO, Curate Better Days
Head of Marketing, Bid Ops
Founder, CEO, Eating Europe
VP, Customer Engagement, UPtv
Founder, CEO, Eat This Much
Founder, CEO, Lilspace
Director of Strategic Initiatives, The Michelson 20MM Foundation
Founder, Google Dev Expert, Fireship.io
Director of Communications, Boscobel House and Gardens
Founder, Owner, JourneyEngine
Founder, CEO, Vincle
Founder, CEO, Lunacy Productions
Founder, Life Revised
Some Of The Brands Who Trust Us
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