This diagnostic tool builds on standard brand tracking by measuring across two critical dimensions: memory (how easily your brand comes to mind) and meaning (whether it stands for something that genuinely resonates). Most brands struggle with one or the other, but the real danger lies at either extreme - a brand with memory but no meaning risks becoming irrelevant, while a brand with meaning but no memory simply goes unnoticed. 

The Index gives you a clear, competitive picture of where your brand sits today and, more importantly, what it will take to move it forward.