The brand health tracker is the heartbeat metric — a consistent quarterly study that turns “are we doing well?” into a number you can watch move. Same questions, same panel, every quarter.

CADENCEQuarterly METHODSurvey panel METRICSCore set OUTPUTTrend line

A01.1 · WHAT IT MEASURES

The vital signs.

The tracker captures awareness, consideration, sentiment and a few equity markers — the smallest set that reliably signals brand health. Fewer, consistent metrics beat a sprawling one-off.

A01.2 · METHOD

Consistency is the point.

The same questions go to a representative panel each quarter. Consistency is what makes the trend trustworthy — a changed question resets the baseline.

A01.3 · CORE METRICS

Few, and stable.

Each metric has a definition and an owner. The set is deliberately small so the tracker stays affordable to run every quarter, not just once.

A01.4 · THE TREND

Watch the line, not the dot.

A single quarter is noise; the trend is signal. Results are always shown against prior quarters, with movement flagged beyond the margin of error.

The brand funnel maps the journey from “never heard of WCN” to “won’t use anything else.” Each stage gets a KPI, so you can see exactly where people drop and where to push.

STAGES5 METRICPer stage SOURCESurvey + analytics TARGETEach set

A02.1 · THE STAGES

A journey, in five steps.

Awareness, consideration, trial, use, loyalty. Naming the stages turns a vague “funnel” into specific, measurable moments where users either advance or leave.

A02.2 · METRIC PER STAGE

One number each.

Each stage has a single KPI — % aware, % considering, conversion to trial, active use, repeat rate. One metric per stage keeps the funnel legible.

A02.3 · SOURCES

Survey meets analytics.

Top-funnel stages come from the tracker survey; lower stages from product analytics. The KPI doc names the source for each so numbers are reproducible.

A02.4 · TARGETS

Know what good is.

Each KPI has a target and a benchmark, so a number means something. The biggest stage-to-stage drop is where attention and budget go next.

The equity index rolls the brand’s vital signs into a single 0–100 score — a headline number leadership can track at a glance, built from a transparent, weighted formula.

TYPEComposite index INPUTSAwareness · sentiment · loyalty SCALE0–100 CADENCEQuarterly

A03.1 · WHAT EQUITY IS

The brand’s balance sheet.

Brand equity is the commercial value of being known and trusted — the premium and preference the name earns. The index makes that intangible trackable.

A03.2 · INPUTS

Built from the tracker.

The index draws on awareness, sentiment, consideration and loyalty — all already collected. It reuses the tracker rather than adding a separate study.

A03.3 · WEIGHTING

The formula, in the open.

Each input’s weight is documented, so the score is reproducible and debatable. A black-box index gets ignored; a transparent one gets trusted.

A03.4 · READING IT

Movement, with context.

A point change is only meaningful with its drivers. The index always ships with the sub-scores so a drop points to a cause, not just a worry.

Two questions, tracked continuously: how do people feel about WCN, and how much of the conversation is ours? Sentiment and share of voice are the always-on complement to the quarterly tracker.

SENTIMENTNet positive SOVVs peers SOURCESocial · press TRENDContinuous

A04.1 · SENTIMENT

How they feel.

Sentiment scores the tone of mentions — positive, neutral, negative — across social and press. Tracked continuously, it catches a shift between quarterly surveys.

A04.2 · SHARE OF VOICE

How loud, vs peers.

Share of voice measures WCN’s slice of the category conversation against named competitors. Rising SOV often leads rising awareness — a forward indicator.

A04.3 · SOURCES

Where it’s listened.

Inputs span social platforms, news and forums relevant to crypto. Source scope is documented so a spike is read as real signal, not a new feed switched on.

A04.4 · VS COMPETITORS

Context is everything.

Both metrics are shown against competitors and over time. WCN’s sentiment dipping while the whole category dips is a very different story than dipping alone.

Brand metrics mean little in isolation. The competitor benchmark places WCN against a defined peer set on the same measures, turning absolute numbers into a relative position.

PEERSDefined set METRICSShared POSITIONRelative GAPIdentified

A05.1 · THE PEER SET

Who we measure against.

A deliberate peer set — direct competitors and category leaders — is defined and held stable. Cherry-picking weak peers flatters the numbers and fools no one.

A05.2 · SHARED METRICS

Same ruler for all.

Benchmarking uses metrics measurable for competitors too — awareness, SOV, sentiment. Internal-only metrics can’t be benchmarked and aren’t used here.

A05.3 · RELATIVE POSITION

Rank, not just score.

Results show WCN’s rank and distance from the leader on each metric. “3rd, closing” is a different story than “3rd, falling behind.”

A05.4 · GAP ANALYSIS

Where to focus.

The benchmark highlights the metric where WCN trails most — the clearest competitive opportunity. Gaps drive the brand priorities for the quarter.

The health dashboard is where the whole cluster surfaces — equity index, funnel, sentiment, benchmark — on a single, glanceable view built for the people who set direction.

VIEWSingle screen METRICSLive AUDIENCEExec REFRESHQuarterly + live

A06.1 · THE ONE VIEW

No hunting for numbers.

The dashboard puts the headline equity index, funnel and trend on one screen. If a leader has to click into three tools, they won’t — so it’s all in one place.

A06.2 · WHAT’S SHOWN

Curated, not crammed.

Only the decision-grade metrics appear; detail lives one layer down. A dashboard that shows everything shows nothing.

A06.3 · AUDIENCE

Built for the reader.

It’s designed for executives and the brand team — plain labels, clear trends, no jargon. The reader sets the level of explanation, not the analyst.

A06.4 · REFRESH

Live where it can be.

Analytics-fed metrics update live; survey-fed ones update each quarter, clearly dated. Mixing cadences without labels is how dashboards lose trust.