be popular - why Brand Popularity should matter to brands
be popular - why Brand Popularity should matter to brands

Brands can no longer afford to buy share of market, because the methodology is no longer effective. Brands have to earn it. Why?

  1. Paid advertising dollars have lost impact in the marketplace.
  2. People consume content, not ads.
  3. Surplus of everything means that only what is popular will cut through the noise to scale. This requires brands to build value differently in order to increase their return on investment.

Popularity is a people-centric marketing model and measure of what people truly value in real-time. It can’t be bought or won; it must be earned. It reflects how people interact with their world today and what they value. Furthermore, popularity is an applied socio-metric construct within the social sciences, relating how ‘things’ gain traction within a society, combining diffusion of innovation and network theory. Unlike traditional marketing advertising models, popularity is a direct measure of what people think is meaningful, valuable and useful at scale. Popularity is the measure of the quality of a brand’s signal over time and space through magnitude, velocity and sentiment, in relation to spend and sales. Popularity is by nature a social measure of consumption that goes beyond what people buy in the store, reflecting what people “buy into” which delivers a better life time value.

The Brand Popularity Monitor® (BPM) developed by Mass Minority is a unique proprietary technology for:

  1. Understanding how brands gain exposure and earn influence in today’s fragmented media landscape where advertising is being turned off, data algorithms are filtering and tuning exposure based on past behaviour and preferences, and content ecosystems are the main interaction point for people and brands.
  2. Helping brands earn share (scale exposure and earn exponential influence) within an ecosystem through content and channel amplification that utilizes data monitoring and media technology to optimize a signal through groups of people.
  3. Brand health management that ensures brands are set up to be popular, attractive, likable and meaningful to a defined group of people through shared values, brand expression, user-experience and product design.
  4. Measuring a brand’s popularity score within its category relative to other brands, to ensure the brand is being managed to its full popularity potential in order to grow share-of-influence.
  5. Measuring the signal of a brand over time and space with a defined group of people, and comparing that to category norms and key competitors. Popularity is a signal of human value and reflects mass attraction, not mass marketing. The Brand Popularity Monitor isn’t static, as it is constantly assessing billions of data points in paid, earn, owned and brand sentiment, providing a score card against category norms and key competitors.

Popularity is something you have to keep earning and renewing through stories, behaviour and experience. It isn’t a status to be achieved; it’s dynamic and must always be renewed by amplifying the few to influence the many, across mass and minority connections. The BPM is the best way to manage a content ecosystem to ensure attraction and amplification for better ROI in a world that is turning off and tuning out to mass advertising. For more information about Brand Popularity, the Brand Popularity Monitor® or the methodology of Mass Minority to increase and manage your brand popularity contact Brett Channer at brett@massminority.com