The science of building your brand

We provide marketers and brand managers with a custom action-plan tailored to their growth goals. Our plans are fuelled by people's feelings and thoughts about the brand, its competition and category. All in real-time.

Let's explore the science that goes into making your brand a success.

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Why we monitor brands the way we do

In today’s world, brands are expected to do more than just appeal to people. They need to form meaningful relationships with them. It’s all about quid pro quo: people expect as much value from brands as brands expect in return.

Our brand management platform is fuelled by a real-time analysis of your brand.  In the last three months alone, we’ve evaluated over 900 brands and gathered over 20,000,000 feelings and thoughts from people.  Our AI interprets this intel and analyzes it to shape your custom action-plan.

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Our 14 Levers of Marketing

From our extensive work and experience in Brand Management, we have identified the 14 key areas of marketing, which we call Levers. Within each, there are plenty of Actions that a brand can take every day, to meet their objectives. Our AI determines exactly which of these is right for your brand today, depending on its data, and your goal.

Explore AI brand guidance


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Our 16 Drivers of Relationships

Over the last eight years, we’ve discovered 16 factors that, in sum, form the relationship people have with your brand. We call these our 16 Drivers. These Drivers give you granularity into how your brand is performing, what areas need improvement in comparison to competitors, and what you can do to supercharge your brand’s growth.

We break them down in 4 ways: Seduction vs Persuasion as well as Emotional vs Rational.

Seduction

How much your brand’s character draws people in.

Emotional

How strong your brand is at giving people an emotional reaction.

Persuasion

How much people like the way your brand behaves in the world.

Rational

How powerful your brand’s offering is.

The 16 Drivers of Brand Relationships

Seduction

Persuasion

Emotional

Rational

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Attraction

How people respond to how your brand looks, feels, and presents itself.

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Empathy

How much people believe your brand understands their wants and needs.

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Connection

How much your brand behaves in a way people can relate to.

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Integrity

How much your brand is seen to have principles and doing the right thing.

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Aspiration

How much your brand is seen as special and desirable.

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Innovation

How original and thought-leading your brand is seen to be.

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Transparency

How open your brand is about what it is and what it does.

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Popularity

How popular and prominent your brand is with the public.

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Clarity

How easily people understand your brand's role in their lives.

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Relevance

How well your brand provides for people’s wants and needs.

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Consistency

How reliably your brand delivers every time.

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Accessibility

How much people feel your brand is easy to use.

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Performance

How well your brand fulfils the promise it makes.

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Differentiation

How much your brand stands out from the crowd.

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Value for Money

How much people feel your brand justifies its cost.

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Familiarity

How much people feel they know your brand.

Seduction

Emotional

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Attraction

How people respond to how your brand looks, feels, and presents itself.

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Empathy

How much people believe your brand understands their wants and needs.

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Aspiration

How much your brand is seen as special and desirable.

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Innovation

How original and thought-leading your brand is seen to be.

Seduction

Rational

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Clarity

How easily people understand your brand's role in their lives.

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Relevance

How well your brand provides for people’s wants and needs.

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Performance

How well your brand fulfils the promise it makes.

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Differentiation

How much your brand stands out from the crowd.

Persuasion

Emotional

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Connection

How much your brand behaves in a way people can relate to.

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Integrity

How much your brand is seen to have principles and doing the right thing.

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Transparency

How open your brand is about what it is and what it does.

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Popularity

How popular and prominent your brand is with the public.

Persuasion

Rational

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Consistency

How reliably your brand delivers every time.

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Accessibility

How much people feel your brand is easy to use.

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Value for Money

How much people feel your brand justifies its cost.

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Familiarity

How much people feel they know your brand.

How we guide your brand’s growth

Neuroscience research shows that most people make decisions based on their feelings – what we call System 1. They then rationalize these decisions after the fact with System 2 – their thoughts.

System 1 — Feelings

These are subconscious: fast, intuitive, and automatic.

System 2 — Thoughts

These are conscious: slow, deliberate, and rule governed.

Capturing people’s thoughts about a brand is relatively straightforward. Capturing their feelings, however, is notoriously hard. But not for ProQuo AI.

We use Implicit Response Timing when we ask people how they feel about your brand. If they respond quickly, we know they feel strongly about that aspect of your brand. If they hesitate, we know they’re less sure. And if they take too long, we know that they've begun thinking, not feeling. To capture their thoughts in detail, we also ask follow-up questions about your brand.

Taking this ‘Dual Systems’ approach and being rigorous with our data quality ensures you get the most actionable guidance based on what people feel and think about your brand every single day.

Your Custom Action-Plan

Haven’t got the time to dive deep into these Drivers? Simply check out your AI-powered custom Action-Plan.

Whatever your goal, ProQuo's AI tells you exactly which marketing actions you should take to put you in position to win. No more searching for answers in heaps of outdated data. Take the uncertainty out of brand management and take control of your brand, today.

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