Read the Pyramid Before the Dashboard
Diagnose a brand problem by locating the weak layer in Keller's customer-based brand equity pyramid.
Principle: Brand equity is built in layers, so diagnosis has to move layer by layer. The move Start with salience, then inspect performance and imagery, then judgments and feelings, then resonance. A brand can be remembered and still fail because customers do not believe the promise, do not feel enough relevance, or do not repeat. Why it works The pyramid forces causal thinking. Each layer creates the conditions for the next. If the lower layer is weak, the upper-layer tactic becomes expensive theater. Common trap Teams often celebrate a single strong metric and miss the adjacent weakness. Awareness can climb…
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