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Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

The False Comfort Of Reach

It’s easy to point to awareness and impressions when the board asks how the brand is performing. They rise with spend, look impressive on a slide, and give quick reassurance. The problem is they tell you who noticed you, not who is more likely to choose you at the moment that matters. When reach becomes the anchor, resources tilt to channels rather than buying situations, and teams optimise for visibility rather than value.

In our experience with growth-stage leadership teams, this shows up as strong top‑of‑funnel graphs alongside fragile pricing and uneven conversion in priority segments.

Measure Future Demand

The more dependable route is to track signals that prefigure choice: demand forming, not just attention accruing. Three measures tend to correlate with sustained revenue and pricing power. They aren’t glamorous, but they are decisive.

• Mental availability in priority buying situations: Can buyers recall you unprompted when the need appears?
• Target consideration: Among the customers you actually want, are you shortlisted more often than last quarter?
• Realised price premium: In comparable deals, do you hold or grow the average price you achieve?

Get these moving in the right sub-segments and other metrics usually follow. If they’re static, no amount of awareness will carry the long‑term plan.

Build A Quarterly Cadence

The mechanics matter. Link brand to demand with a steady rhythm rather than sporadic campaigns. That means one cross‑functional review each quarter, centred on a small set of inputs that reveal momentum and where it forms.

• Asset recognition tracking: Are your distinctive cues recognised instantly?
• Category entry point prompts: Do buyers connect you to the contexts that trigger purchase?
• Share of search: Are you attracting a growing share of active intent?

Marketing Week, citing analysis from the IPA think‑tank, reports that share of search tends to explain roughly 83% of market share, making it a practical early read on direction of travel.

Price As Proof

Price is the market’s verdict on value. Hold your price integrity where it counts, limit reactive discounting to rare exceptions, and keep distinctive assets consistent across the few touchpoints that shape choice. You’ll lose some volume in the short term, but you grow perceived value and reduce future acquisition costs.

This isn’t about being stubborn; it’s about signalling. Organisations that treat pricing, memory structures, and consideration as one system accumulate advantage. Over time, confidence in value inside the business translates into confidence to choose and pay outside it—an alignment that compounds into more resilient revenue.

Sources:

• Share of search represents 83% of a brand's market share, think tank finds — Marketing Week (IPA)

1. Understanding Brand ROI: Balancing Leading and Lagging Metrics
2. Brand ROI: Metrics That Matter in the First 90 Days
3. Brand Impact: Why Quick Fixes Fail to Deliver Growth