Launchmetrics takes trends into account. Being the “center of attention” and “part of the conversation” is a kind of holy grail of marketing. Every click, post, repost, short video, and long reflection article keeps a brand moving – or at least alive in the public consciousness.
But while fashion has long been able to count all those touchpoints with consumers — assessing how loud their voice is in conversation — it hasn’t always been clear to what extent the public perceives the messages exactly. Now things seem to be changing. Launchmetrics adds a little bit of emotional intelligence on top of its widely used media impact value, which measures brand reach but not reception.
“The whole industry has gone too far in terms of focusing on the number of followers, the engagement rate — things that are good, but not essential to brand resonance,” Michael Jaïs, chief executive of Launchmetrics, said in an interview.
The news proposed by Launchmetrics
Launchmetrics will continue to analyze MIV, or Visibility, but will also add two new offerings: one that measures Identity and another focused on Relevance. Both new measures are combined with the company’s new AI-based qualitative outlook. The company will then begin implementing other measures to improve its perspective on how brands are perceived.
“We’ve gone a little too far in terms of quantitative indicators, and everyone is focused on, ‘How can I calculate the return on investment?’ and so on,” Jaïs said. “By doing this, many teams lose track of why they are doing these things. What does this bring to the brand itself as an asset? What does it bring to the essence of my brand?”
Understanding how the context and tone of all that news and mentions are received is a task that fashion has typically taken on within consumer groups. But when consumers don’t understand the message a brand is trying to convey, where is the connection between all those moving components?
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How the analysis is done
Launchmetrics’ new offering uses extensive language models to in-depth analyze and broadly analyze online interest, giving brands the opportunity to answer some of the questions Jaïs has been hearing lately, including:
- How can I truly identify the voices that are my best supporters and that truly connect with my DNA?
- How can I understand if my partners are sending the message I intend to convey?
“There are a lot of misunderstandings or missed opportunities because of the type of content being conveyed by the different voices,” Jaïs said. “It’s all about emotional connection. How does all the impact I create contribute to the value I want to convey to my brand’s DNA and how strong is it?”, he also pointed out.
Launchmetrics uses artificial intelligence to understand this emotional connection. The system analyzes news, social media posts, and more, determining the topic of conversations, grouping topics to find both hot issues and weak signals, and then categorizing everything by micro and macro narratives.
Margot Lasseigne, Chief Data and Product Officer at Launchmetrics, said: “That’s the beauty of using large language models to run this analysis, I can understand the context. They have been trained on all this content that exists online and can interpret how people would understand this piece of content.
“We’re able to do this large-scale interpretation on millions of documents if we want to,” Lasseigne said. “Of course, it has a cost, but it is possible. Before, it was not even possible to have this qualitative layer and the quantitative layer on the same basis.”
Case study
It’s an approach that promises something new in fashion, an AI-powered interpretation of how the world at large perceives a brand’s creativity or heritage, and then compares it to how another brand is perceived.
For example, Launchmetrics analyzed Balenciaga through the lens of Identity and awarded it a Creative Intensity value of $38 million during the study period. This was just under the $38.4 million value of Creative Intensity generated by competitor Prada. But Balenciaga had a Force of Creativity performance of 13.69, well above Prada, which has 8.44.
Launchmetrics’ summary of Balenciaga showed how former designer Demna led the brand, receiving “broad coverage for redefining Balenciaga’s Identity, becoming a central figure in the brand’s cultural narrative.” Demna’s impact has also been amplified by celebrity ambassadors such as Katy Perry and Nicole Kidman. The brand then earned additional creativity points for strategic partnerships with Lamborghini, Puma, and Under Armour, which combined product innovation with visibility.
But both Balenciaga and Prada were perceived as much more creative than affordable luxury brands. Coach received a creativity score of 4.93 – just over a third of the position held by Balenciaga – but above Tommy Hilfiger with 3.45, Michael Kors with 2.8 and Kate Spade with 2.06.
Some brands just aren’t as creative. And others are simply able to put their creativity to good use.
“You could have a brand that’s actually very creative, but no one talks about their creativity and no one highlights it,” Lasseigne said. “In that case, maybe their score in terms of creative power would have dropped, even if yes, in terms of product creation, they are [creative].”
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