What it does
The Brand Values Fit Text KPI evaluates how well a marketing asset’s text aligns with the brand values. It measures this alignment by analyzing text extracted from the asset and assessing whether it matches or implies the brand values. This is achieved by evaluating each brand value’s semantic fit to the asset text.
Why it matters
Effective communication of brand values through marketing copy is critical to establishing a strong brand identity and building consumer associations with the brand. This metric helps ensure that the copy in an asset is not only consistent, but also aligned with the brand's strategic positioning, functional benefits, and emotional appeal. High strategic fit in assets can have a significant impact on short-term sales and long-term brand equity by reinforcing desired brand associations in consumers' minds.
How it works
Text is extracted from assets using a text recognition model, then filtered for brand names. String matching determines whether the brand values appear verbatim in the text, while a deep learning model assesses semantic alignment. Each brand value is scored based on the string matching or deep learning results, with the higher score prevailing. The output includes individual scores for each brand value, and an overall score.
How to improve
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Ensure that the brand's core values are clearly and prominently communicated in the copy.
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Use language consistent with brand identity and closely aligned with the intended messages.
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Balance the use of direct (literal) and implied messages to effectively communicate brand values while maintaining creativity and engagement.
AI models used
This KPI uses a world-class text recognition (OCR) model, capable of recognizing a wide range of fonts and styles in diverse visual environments. It also employs deep learning models to assess and quantify the semantic fit between brand values and asset text. These models have been trained on 160 GB of text and are designed to accurately assess the alignment of text with pre-defined brand messages and values, providing a comprehensive assessment of the text’s strategic fit to the desired brand values.