Wpromote x Giant Spoon, the marketing agency created by the merger of the two entities six months ago, has launched a new brand valuation and growth tool.  

The tool, dubbed the Care Index, measures to what extent consumers know, like or care about individual brands. 

According to the company, the index identifies where a brand’s connections with consumers break down and can diagnose where media and creative investments can be applied to drive growth.  

According to agency testing of the Care Index across more than 100 mid-market B2C retail brands in 22 categories, each five-point increase in brand care correlates with approximately 10% increase in incremental annual revenue. The agency worked with Northwestern University's Medill School Immersion Quarter Program and a team of its marketing graduate students to test the product. 

"For years, CMOs have had to defend brand investment in a language CFOs don't speak," said Wpromote x Giant Spoon CEO Andrea Bendzick. "The Care Index changes that. When you can show that each point of care drives real revenue impact, and you have the data to back up where to invest next, you're not debating brand versus performance anymore. You're just talking about growth." 

The Care Index is integrated into Wpromote x Giant Spoon's intelligence platform, Polaris IQ.