Brand tracking. Cue the collective eye roll. Articles and opinions on measuring brand performance abound, yet traditional methods remain stubbornly stuck in the past, delivering results that are typically misleading, painfully dull, and often downright useless. Most current brand tracking models fall spectacularly short of capturing the true complexity of modern consumer decisions.

The world has changed dramatically in recent years and brand tracking hasn’t kept pace. Traditional approaches – anchored by the outdated marketing funnel – assume consumer decisions follow predictable pathways from awareness to purchase. Spoiler alert: they don't. Our research over several shows that about 75 per cent of today’s consumers follow disrupted, non-linear paths to purchase. Online research, social media recommendations, influencer persuasion, and spontaneous digital interactions mean decisions are rarely straightforward. In fact, across a wide range of industries our research shows 50 per cent of consumers choose brands they had never heard of before their decision journey began. Yes, up to 50 per cent.

Yet many businesses continue to obsess over metrics like total brand awareness or future consideration, a fantasy list that has little to do with real-world behaviour. Asking consumers who aren’t actively shopping to predict their future actions is about as insightful as polling toddlers on their preferred retirement plan.

This means that the old funnel needs a rethink. And fast. Because marketers should be tracking separate metrics: one set for long-term strategies (general brand awareness and brand equity) and another set specifically for short-term sales activities (in-market presence, actual influences on purchasing decisions). Why speculate when real-time decisions offer rich, accurate data?

Another widespread fallacy is the simplistic obsession with the phrase “A brand I trust”. While trust matters, it needs proper definition. Break it down into two distinct metrics: brand capability (can the brand deliver on its promises?) and brand character (does the brand act with integrity?). Capability drives immediate sales – price, availability, customer experience – while character builds deeper relationships and loyalty, which are core requirements for advocacy.

4Ps meet pig

But even if a brand ticks every box on character, it won’t compensate for weak capability. Lipstick on a pig isn’t a viable long-term strategy. Marketing isn’t a magic wand to wave over subpar products or lacklustre experiences. Businesses must pinpoint precisely what’s failing (product, price, perception, or marketing) and act accordingly.

It's also time we acknowledge humans aren’t always in the driver’s seat of their own decisions. Increasingly, technology directs consumer choices, guiding buyers toward specific brands or alternatives through algorithms, reviews and online influencers. If your brand tracking doesn't reflect this tech-human-brand interaction, you're essentially navigating the market blindfolded.

Younger consumers (especially) rely on digital guides to reduce decision fatigue. Soon, AI assistants will play even larger roles, evaluating products through metrics like brand capability, customer satisfaction, and online reputation – pushing catchy TV jingles or bus shelter ads out of the way in the process. Brands must actively assess their digital presence, content quality and online reputation to prepare for this inevitable shift.

To fix brand tracking and genuinely measure effectiveness, marketers must adopt frameworks that reflect today’s more dynamic market. Here’s what needs to change:

• Clearly separate and measure long-term brand-building from short-term sales activation.
• Distinguish explicitly between brand capability and brand character – and understand their distinct roles.
• Monitor if short-term marketing efforts build genuine brand equity or merely erode margins through endless discounting.
• Track how consumers interact with brands through technology, recognising the increasing influence of digital pathways.
• Evaluate overall success through practical metrics like “brand win rate” that accurately reflect competitive performance.

Traditional brand tracking has had its day. Today’s marketers need sharper, more agile tools that are grounded in reality instead of outdated fantasy funnels. It’s 2025, so why are we still marketing like it’s 1999?