Brand Health

Brand Health

Your consumers are people first! We deliver insights with the human difference so you can connect and engage at every level.

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Holistic human-centered insights to build and grow your brand.

Are you measuring the success of next-generation brand strategies with yesterday’s brand health program? Our human-centered approach leverages consumer psychology, proven advanced analytics, agile qualitative, and a deep understanding of brand measurement to drive engagement and stand out among your competitors.

Our Approach

The Power of Consumer Psychology

Our team of social psychologists and methodologists leverage prevailing psychological research, as well as advanced and predictive analytics, to provide the art and science of effective marketing—giving our clients a unique edge in understanding their audiences.


We’re known for relentless business decision focus, creativity, deep consultation, and rock-solid execution. Look at some of our specific knowledge in this area.


If you’re focused solely on what your consumers think of you, you’re missing a critical piece of the puzzle. Our revolutionary consumer-centric BrandFx℠ solution delivers a complete picture of your brand’s performance, based on the four key psychological benefits that drive consideration, trial, loyalty, and advocacy:

  • EMOTIONAL BENEFITS: How I want to feel (e.g., positive feelings, enhanced joy, reduced frustration)
  • IDENTITY BENEFITS: Who I want to be (e.g., strong self-esteem, pride, a positive self-image, relating to a tribe)
  • SOCIAL BENEFITS: Where I want to belong (e.g., sense of community, conversation, social connection)
  • FUNCTIONAL BENEFITS: What I want to do (e.g., ability to accomplish tasks or goals, saving time or money)

Next-Generation Brand Tracking

Successful brand tracking isn’t just a scorecard. Our holistic and forward-looking brand tracking programs empower brands to make smarter and more confident decisions. We’ll work with you to identify which decisions are critical and the information needs that you need to refine the most compelling positioning, optimize brand and market communication, then track influence on behavior over time.

Brand Development and Positioning

Understand where brands sit relative to core competitors, improve customers’ emotional connections with brands, and develop strategies to strengthen attachment.

Message Testing

Ensure messaging is appealing and emotionally resonant, plus increase positive perceptions of the brand and drive consumers to action. Our approach to message testing ranges from exploratory qualitative research to individual component and full concept testing.


Strengthening brand health and positioning for long-term success.

We’re invested in your success. Here’s how we’ve helped others strengthen their brand’s customer attachment, improve communications, target audiences more effectively, and feel empowered to make more informed critical decisions.


  • A leading bank to uncover unique needs and motivations for affluent and emerging affluent customers and prospects—insights which informed further development of the brand’s premium banking programs.
  • A Fortune 100 telecommunications company to improve their marketing effectiveness and brand refinement, with the goal of increasing usage of their growing Wi-Fi service.
  • Identified the rewards for a multinational financial services corporation, including key psychological benefits, to be further communicated, promoted, or improved to enhance cardmember engagement and drive consideration among prospects.
  • Developed a rigorous and stable system for LinkedIn to track brand performance and KPIs across their diverse audiences. Results continue to provide a defensible POV on why any results may shift over time in complex ecosystems.

Our People

Working with us means you’re matched with the best.

We match you with the best people for your unique business challenge. Here’s a sampling of our brand brainiacs.

Andrew Wilterson, Ph.D Product Development Manager

Brant Cruz VP, Platforms & Audiences Practice Leader

Brian Jones AVP, Insights & Strategy

Jen Golden AVP, Leisure & Experiences

Leslie Rich, Ph.D AVP, Tech & Telecom Account Management

Mark Doherty VP, Retail & eCommerce

Marty Murk VP, Platforms & Technology

CMB nailed the rejuvenation of this tracker from strategic thinking to deliverables. With a project of this size and scope, it’s critical to get things right the first time—and they do.


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