Creative, media and influencer agency McKinney has launched BrandAI, a proprietary AI tool for helping clients measure the holistic attention they’re getting in the competition for minds, culture and wallets.
The Brand Attention Index is McKinney’s framework for measuring a brand’s market attention compared to its competitors, incorporating consumer behavioral, perceptual and market data. It assesses one brand versus others in the same category on three critical dimensions of attention:
- Affinity: Are you on their radar? Affinity is about driving relevance and connection.
- Intensity: Are you their fave? Intensity is about buying into your brand, not just buying your brand.
- Momentum: Are they buzzing about you? Momentum is about creating energy around your brand, often beyond the category.
“As an industry, we tend to talk about attention as a simple media metric, eyeballs on an ad,” said Jasmine Dadlani, Chief Strategy Officer of McKinney. “Unless you start to treat attention holistically, you’ll never truly capture it. We don’t just need people to notice that a brand exists, we need them to consider it, go to the mat for it, and buzz about it.”
The Brand Attention Index was once a manual process that took weeks of human-powered research. With the launch of BrandAI, the AI-powered tool built to replicate this process, McKinney can now deliver the same analysis with the click of a mouse. By running multiple data sets — both structured and unstructured — through a custom algorithm, BrandAI provides valuable insights into where a brand stands in its market and enables real-time decision-making.
“BrandAI has been a game changer for McKinney and our clients,” said Joe Maglio, CEO of McKinney. “Our philosophy on attention and proprietary approach to measuring it, led by Jasmine and her team, is a differentiator and a powerful tool for any brand.”
To learn more about how McKinney onboards clients and prospective clients to BrandAI, read about it in Ad Age or visit our website at: https://mckinney.com/brandai/.