April 2-3, 2019

Register Now Convince the Boss

Breaking Down the Product Silos in Brand Health Tracking

Room 5 | 3:30-4:00 | Tuesday, April 2, 2019

To understand consumer perceptions of Progressive and the competition, its market research department has maintained many product-specific brand health trackers for many years. The trackers focused primarily on auto and recreational vehicles (motorcycle, boat and RV) and are fielded separately.

This product-specific brand tracking approach worked well for Progressive. However, as we’ve expanded our product offerings to home and renters and other ancillary products, our brand tracker strategy needed to evolve to understand the consumer’s “garage” and how it and everything in it is insured. We needed a way to measure how our brand is perceived on a holistic basis – not losing our view of product-specific markets but diving deeper into how the array of products we offer are all connected and reflected in the Progressive brand. Progressive Insurance will explain its design for a brand tracker evolution from a product-specific to a holistic measurement in the auto-plus-home insurance marketplace.


  1. Assessing the health of many product types in one brand tracker is doable.
  2. It’s a must to evolve brand health measurement tools as the organization shifts its strategies.
  3. Find the right vendor that is willing to take a calculated risk with your brand.


More sessions

See all sessions

Defining Emotional Factors to Inform Category Expansion and Understand Brand Positionings

Growing category penetration in the CPG space is no easy feat. With numerous factors influencing the way consumers engage with long-standing categories, brands must remain at the top of their [...]


Wednesday | 2:15-2:45 | Room 3

Culture, Codes and Cognac: How We Used Semiotics to Reinvigorate Grand Marnier’s Global Brand Assets and Enrich Mental Availability

This presentation will discuss how a global semiotic study helped Grand Marnier modernize its brand positioning by identifying the visual and symbolic “signifiers” that were most relevant in its key [...]


Wednesday | 4:00-4:30 | Room 1

From Measuring Share to Measuring Velocity: Understanding Market Dynamics in a Rapidly Transforming Marketplace

For Microsoft, the commercial product space has transformed from products that shipped in boxes to services that operate more like a utility. Measuring the impact of its product in the [...]


Tuesday | 3:30-4:00 | Room 3