Global brand experience agency Spiro, unveils its G.R.A.V.I.T.Y. Index™, the methodology & science to assess a brand’s Brand Gravity—the bond between brand & customer—and to inform strategic decisions when assessing event success to ultimately increase customer lifetime value.
Spiro has studied the situational, psychosocial & environmental conditions affecting global audiences at experiences today & used this metadata as foundation for this measurable scale. The Index works as a two-sided model against which brands can measure equal sides of the gravity equation: customer motivators & brand objectives.
Launched at 2023’s Advertising Week New York, G.R.A.V.I.T.Y. Index represents the universal brand & human “levers” Spiro pulls to create, measure & competitively benchmark experiences.
“We’re decoding the drivers that help cement an unbreakable bond between brands and their customers,” said Dane Aloe, EVP, Strategy & Measurement, noting that B2B brands see an average 15% – 18% increase in revenue after optimizing their marketing programs & analyzing their effectiveness. “These drivers help inform the creative ideation approach, how brands might talk to their target audience, what extensions brands should release post-experience, and other strategic experiential decisions that help foster brand communities to strengthen the customer & brand bond well beyond the experience.”
“Yes; people attend events, but they join communities,” said Spiro Futurist Amy Blackman.
“And that’s where deeper bonds develop between customers & brands.”
Combined with Spiro’s omnichannel experience strategy, CCXD™, and collective quant metrics, T• RO™, this methodology ultimately classifies & focuses critical priorities for brands to command to build & strengthen their experiential portfolios.
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