Is your brand consequential?
Find out, and see how you stack up against the most formidable brands in the study.
12 questions. honest answers only.
The Consequential Triangle
Three behaviors, measured in what people do, not what they say they feel. A brand is consequential only when it earns all three.
- Talkability
- People mention the brand unprompted, recommend it and make it part of their own story.
- Defensibility
- People defend the brand when it’s criticized and stay loyal when a rival matches it.
- Indispensability
- People would feel a real gap in their lives if the brand disappeared tomorrow.
Three behaviors. All three, at once.
A brand becomes consequential when people bring it up, stand behind it and would feel its absence. Most brands manage one. Some manage two. The evaluator shows you which ones yours has earned.
T
Talkability
They bring it up.
D
Defensibility
They stand behind it.
I
Indispensability
They’d feel its absence.
What you’ll get
Your result
Which of the eight types of brand connection your brand is today, from The Hype to Consequential.
How you stack up
Where you land next to the 73 brands in the study, from the household names to the fastest-growing challengers.
What to work on next
The side of the Triangle that’s holding you back, and the job that closes it.
The evaluator tells you where you are. The book shows you how to close the gap.
