There’s a dreaded flat line emerging as a consistent read in your tracker. Concerned faces around the debrief table. Why is our comms or NPD brand activity not taking effect? ”Nothing is happening”, they might say.

But nothing, never happens. Hidden within the data may be plenty of contextual and emotive clues. Strong moves by competitors, where maintaining position might be seen as a win. Consumer confidence struggling, but perhaps they’re still choosing your brand over others. Positive shifts in consideration, even if that’s not yet tipped into usage or preference. Often, a flat line can be seen as a great success.

At Brand Ignite, we invest a significant amount of our time exploring the depths of tracker data, to find out what is really going on and to identify the seeds of opportunity for our clients. There is always a story to tell.