For the first time, marketers can benchmark their performance in Brand Commerce (how effectively their brands convert marketplace presence into sales momentum) thanks to a new platform created by Blue Chip.
Called Radar, the AI-powered platform scores brands across six market signals: media visibility, consumer conversation, search demand, digital authority, narrative alignment and commerce activity. Then it combines these scores into a 0 to 100 Brand Commerce Index (BCI) that quantifies brand and commerce vitality benchmarked against category and competitors.
“We’re giving clients a way to immediately identify and quantify competitive pressure points they may overlook or underestimate,” said Jamie Olson, President of Blue Chip. “Our experts can dig deeper into these signals to help brands shore up underperforming areas, reverse negative trends and drive sustainable growth.”
Radar is simple to use. Just enter the facts about your brand, how and where you sell, and identify your competition. Then AI does the digging to return the six-point situation analysis with direct comparisons in a commercial context that transcends traditional gauges of brand health.
For example, an analysis of Ortega, which markets taco seasonings and sauces, shows the brand lagging both the category and its key competitor in all six areas, contributing to a 66 BCI vs. 72 for the category and 79 for Old El Paso. The analysis finds limited, scattered media visibility and relatively muted public conversation around the brand. Likewise, search demand under paces vs the overall category and the brand story is inconsistent. So, a key opportunity for improvement lies in reviewing the brand community and message consistency.
Radar is the latest in a suite of tools Blue Chip has developed for clients, called Impact OS, that delivers data-backed intelligence across planning, activation, and measurement. For example, in planning, Register provides in-depth intelligence on major retailers across channels while MarketMatch identifies the highest-potential retailers and media markets and ROI Forecaster predicts the impact of marketing investments.
Over the past two years, Blue Chip has systematically re-engineered to provide Brand Commerce solutions. In the process, the agency has created a new advertising category. The Brand Commerce Index establishes a framework for understanding this modern approach to marketing, one that views the health of a brand as inseparable from the commerce its marketing generates.
“It’s easy to get vague with brand signals,” said Olson. “Once you see the competitive index for specific attributes, the realities are hard to ignore.”
Marketers can check their brand’s Brand Commerce Index at brandcommerceradar.ai and get a follow-up consultation on the issues it surfaces.
