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Accelerate your growth in the most complex markets

Our proprietary F.A.B. Market Performance Model uses an integrated framework to compile and analyse thousands of data points centered on these attention drivers.

What is F.A.B. ?

In a world overwhelmed with information, every brand is in a fight for attention. To win that fight, brands need persistent, heightened levels of Fame, Admiration, and Belief.

Our proprietary F.A.B. Market Performance Model uses an integrated framework to compile and analyze thousands of data points centered on attention-drivers.

Fame

Measures how you're known.

The most famed brands are the most noticed. They generate the highest mental share and become the 'go to' in their category.

Admiration

Measures how you’re perceived.

When brands are admired, for example for their initiatives, stance, or innovation, positive perceptions and preference grow, driving emotional competitive advantage.

Belief

Measures how you’re Converting.

When audiences believe in a brand’s promise, it means people understand, deem relevant, and desire the value proposition, committing to the brand over alternatives.

Build Attention Across your Funnel

In today’s complex markets, Share of Attention is vital to success, but this attention must be balanced across the funnel. Evidence shows that brands can maximize marketing impact by combining brand and demand marketing. Our integrated Brand to Demand Program that builds Fame, Admiration, and Belief through the funnel will deliver a sustained Attention Benefit and optimal return on total marketing investment.

Our full funnel philosophy drives larger volumes of prospects through all stages of the journey, connecting your brand with demand.

Awareness
Consideration
Intent
Purchase
Advocacy

Flexible framework

The Data Behind the Model

The F.A.B. model's flexible frameworks allow us to input a range of data into the model. Typically, there are two approaches we adopt.

Digital Eco System Audit 01

Capture performance in digital spaces.

Identify a brand's attention performance against rivals across the entire digital landscape.

Target Audience Survey Audit 02

Understand performance among target audiences

Identify a brand's attention performance against rivals among specific target audiences

Blending behavioral and attitudinal data together is optimal, as it provides a brand with a holistic view of how it show up in the world, as indicated by its digital presence vs rivals, and how that filters down and drives attitudes and behaviors among specific target audiences.

How we Use the F.A.B. Model

The F.A.B. model can be used in different ways, with differing levels of depth. Typically, there are two core objectives for using the F.A.B. market performance model:

Audit & Benchmarking

Track your performance relative to direct and indirect competition.

  • Understand your market landscape in depth
  • Track your performance over time relative to competitors
  • Identify your strengths, weaknesses, opportunities, and threats
Diagnostic and Directional

Uncover root causes and optimize brand to demand strategies.

  • Inform campaign tactics, messaging, and strategic approach
  • Build high-performing campaigns that grow share of attention
  • Track campaigns over time to evaluate impact and make adjustments as market dynamics shift

Intuitive. Interactive. Powerful.

The F.A.B. dashboard is an interactive platform that intuitively displays thousands of relevant data points, structured in a way that diverse stakeholders can understand a brand's market attention and performance relative to peers.

Share Business-Critical Data with Senior Stakeholders
Dig Into the Data Behind the Reports
Take Action and Realize Positive Change
Compare Performance Over Time

Share Business-Critical Data with Senior Stakeholders

At a glance, see and share top-level business-critical data with senior stakeholders – like a brand's overall relative Attention levels or its overall Fame, Admiration, and Belief compared to the competition.

Share Business-Critical Data with Senior Stakeholders

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Dig Into the Data Behind the Reports

Allow relevant teams to dig into the more granular analysis and exploratory insights and recommendations.

Dig Into the Data Behind the Reports

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Take Action and Realize Positive Change

Each driver contains key takeaways and actions to inform strategic and tactical shifts for continuous improvement.

Take Action and Realize Positive Change

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Compare Performance Over Time

Track market performance over time to view the impact of brand actions and campaigns on attention levels.

Compare Performance Over Time

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Share Business-Critical Data with Senior Stakeholders

The content in these images is not real or actual advice.

Unleash your growth potential

Contact us if you have questions about the F.A.B. model, benchmarking, or diagnostic solutions. Together, we can unlock the means to grow your market attention and performance.

Get in touch

Success stories

Peter Jones
Outcome

Fame

Recurring revenue growth, 29% Increase in qualified leads

Admiration

Uptake in demand of in customer Lifetime Value

Belief

Rise in sessions on web pages after campaign

Embraer
Record $15.3BN sales of E-Jets

Fame

Achieves business Global Superbrand

Admiration

Positive net sentiment for Ejets achieved 93%, leading the segment

Belief

Now called ‘The Profit Hunter’, the world’s most efficient, single aisle aircraft. 

CFM
The world’s best-selling jet engine manufacturer

Fame

Independent research by Flight Global showed this was the most successful campaign since CFM tracking research began in 2013.

Admiration

Engaging, 90% Impactful and 86% Effective

Belief

The campaign helped achieve in orders at Farnborough Air Show 2018

The force of Gravity
Outcome

Fame

New impressions in 8 months

Admiration

Growth in visitor arrivals from international markets with 22, 29 and in the past 3 months respectively.

Belief

“The branding gives us clear distance from the competition.” Louis EA Lewis, Head of Tourism 

Car shops not dealerships
A revolutionary way to make car shopping easy.

Fame

Targeting in-market buyers and 47 Million shoppers each year at Lakeside and Westfield.

Admiration

Addressing pain points in the traditional car buying journey, Car Shopping Made Easy changes new car buyer perceptions and drives incremental sales

Belief

From first exposure online to arrival at VW Group’s first ever retail stores, customers learn that it’s a great way to buy their new car. “Outstanding creative thinking, delivered through a results-focused plan” National Retail Stores Manager, SEAT UK