Work
MIKE ROCHA,
GLOBAL DIRECTOR,
BRAND ECONOMICS

Building a predictive model for brand investment

















Philips
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“This is the first time we bring brand and business together.”


Global Head of Brand, Philips

Philips is a data-driven organization, collecting vast numbers of data points across markets. However, they felt they were not getting actionable insights to drive business and brand growth from this data.

Data was reported in many ways, but the process did not bring people together to co-create insights and actions. The data alone wasn’t enough.

Interbrand used Brand Strength as a framework to organize the data. We introduced gamification and workshops to reinforce the importance of co-working on solutions. Finally, we developed an online, interactive, dashboard to bring brand and business data together. This is helping Philips to better understand leading and lagging indicators of business results, identify trends and uncover insights.