A graphical representation of what’s happening out there… I see spheres and bubbles and… wait. I’m being influenced by Coca Cola!

The desire to metricize emotion is really the driving force behind this whole emerging field of neuromarketing. I can’t count the # of companies who called me and asked whether I could use brain imaging to measure emotional connection. (As an aside - I don’t think we’re there yet).

I do think that we can devise creative and valuable ways though to measure conversations…. for example how the sphere of conversation grows, how involved people are in that conversation over time, etc.

Matt - great point. I think a lot of companies let their brands be driven by customer research. Which is a great thing - unless that research is asking the wrong questions. Taste tests reinforce the idea that I like Coke because of the taste. Hence another flavor. But are they asking people whether we really want 72 flavors of cola? I went shopping on Sunday and my head was spinning on the frozen waffle section. I kept looking for the “original” Eggos. Ridiculous.

Alright, I digress. I love your idea of an “Objective contract”. If Coke’s long-term objective really is to create 2000 new flavors of soda, then so be it.

But do we need new metrics, or just consistent ones? If a client just wants us to - within the brand - move product off the shelf, we can do that. What we can’t do is focus on moving product on the shelf in Q1, build an entire WOM campaign in Q2, get 3 million media impression in Q3, develop an events strategy for Q4, and make it all “turnkey” so that they can do the same thing next year.

I think we should all hold our clients to an Objective Contract - make them sign their name to what their objective is for the long term. Anytime they say, “Well what about impressions?” or “Maybe we should run a giveaway promo,” we pull the contract out and make them read it outloud.

If we can get over the fear of riding the trapeze without the net, only then will we find viable answers. And the answer may be much more subjective than metrics demands.

“Any change in mindset and/or behavior cannot really take root without new metrics. ”

I agree 110%; experience has told me this and it’s just flat out the most truthful statement one can make about any kind of market.

Great post Justine.