The Brand Gpa: Making the Grade with Your Customers (Hardcover) (ISBN-13: 9781639081929)

If your customers could give you a grade, do you know what it would be?

Odds are it would be different--potentially very different--than how you would grade the brand yourself.

Internal teams spend a lot of time hustling to develop KPIs each quarter. But those processes are rarely connected to one another, and nobody's grading on the same rubric. Worse, teams score themselves--which is like grading your own exam. Meanwhile, your customers evaluate you on a completely different set of criteria.

That's where The Brand GPA comes in. It's a new way to measure the health of your brand through the lens of the customer experience--while also redefining what brand should mean. Because here's the uncomfortable truth: brand has a brand perception problem.

Too often the term gets unfairly reduced to expensive Super Bowl ads or a logo refresh. But the most successful brands understand that brand is everything--from the product and experience they deliver to the way they communicate to the values they exhibit. So if your internal numbers give you an A but your customers' actions give you a C, you've got a serious brand problem.

145 Brands. 5 Subjects. 1 Framework.

The Brand GPA gives leaders--from CMOs to CPOs to CEOs--a customer-first alternative to the quarterly KPI scramble: a weighted, evidence-based framework that measures a brand the way customers experience it. It's a brand health diagnostic, a strategic planning framework, and a common language for your entire organization--rolled into one score that's easy to track, defend, and act on.

And as AI continues to change the game, The Brand GPA gives you a framework for harnessing it the right way so you can stay locked in and study the one thing that matters most: making the grade with your customers.