NewtonX
Turning awareness into preference through proof of performance
challenge
The brand was competing in a market led by very visible, well-established players, while struggling with low awareness, weak first choice preference, and poor recommendation scores. Although it had strong fundamentals and good relationships, it lacked the visibility and clear proof of delivery needed to turn credibility into preference.
OUR APPROACH
We conducted a two-wave quantitative brand tracking study among senior commercial property decision-makers. The programme combined competitive benchmarking, brand funnel analysis, perception diagnostics, and correlation modelling to isolate the drivers and blockers of brand growth and measure the impact of marketing activity over time.
THE INSIGHT
Wave 1 showed that low awareness and doubts about reliability, responsiveness, and flexibility were stopping people from moving through the brand funnel. Wave 2 proved that targeted advertising and recommendations from peers worked, as awareness increased and trust improved. However, the results also showed that awareness on its own was not enough without clear proof of strong delivery, people were still unlikely to choose the brand first or recommend it.
THE IMPACT
The research confirmed that recent marketing efforts were effective, leading to quick improvements in awareness and brand perception. More importantly, it highlighted a clear path for growth moving beyond visibility to show real proof of reliability, responsiveness, and flexibility through actual performance examples. The brand now has a clear, data-led strategy to turn awareness into preference, recommendation, and long-term growth.
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