9-20-23

A new value metric to check out...

September 21, 2023

Introducing the ultimate edition, proudly presented by... us!

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What's Happening

TikTok Partners With Billboard on New Trending Track Listing
Meta Expands Horizon Worlds Access to Mobile Devices and Home PCs
X Is Testing an Expanded Profile Bio Section to Provide More User Context

What's a Brand Authority Score?

Imagine having the power to magically transform your brand's value, aligning it with the giants of your industry. This week, Moz, the SEO and marketing software trailblazer, introduced an intriguing new value metric – Brand Authority. It's the industry's "first-to-market metric to measure brand strength and salience."While Moz doesn't spell it out explicitly, Brand Authority scales the strength and prominence of a brand in broader online conversations, rating it on a scale from zero to 100. This number essentially quantifies popularity, meaning even the most polarizing brand could score well.But what does this brand metric number really signify? According to Moz, it scrutinizes a brand's online worth through the lens of search engines. This perspective aligns with Moz's expertise.It enables users to pinpoint gaps in their marketing strategies, thereby maximizing ROI. It also sheds light on the genuine value of sales prospects, potential acquisition targets, and the actual influence of media brands that pick up their stories.However, Robert Rose, CMI's chief strategy advisor, offers a distinct perspective. He suggests that the score itself may be less interesting than how it evolves over time concerning the brand's efforts.Brand value, you see, is profoundly subjective. It encompasses various attributes like financial prowess, trustworthiness, and popularity. As marketers and stewards of our brands, we influence but don't entirely control how our brand is perceived. It's the result of promises kept and the spaces where customers find value, seeing us in a different light.Moz's innovative Brand Authority score does indeed present marketers with a valuable tool to measure their brand's journey. But the key takeaway here is that a higher score might not always be the ultimate goal.Dive deeper here.

Today's Challenge

What values matter most to your organization? Is it financial stability, unwavering customer trust, soaring brand awareness, unparalleled popularity, or perhaps something else entirely?