Omnicom Media Partner Intelligence has partnered with video network Vevo to create what they call a Brand Fandom metric that can measure the strength of consumers’ emotional connection
through four behaviors, Advanced Television reports. It determines whether people intend to talk about the brand as they differentiate it from those of competitors, whether they are proud to
buy it and whether they plan to recommend it to others. “The opportunity for brands isn’t to manufacture fandom, but to understand where passion already exists and find meaningful ways to
become part of it,” said Kara Manatt, executive vice president, intelligence solutions, Omnicom Media.
Read the whole story at Advanced Television »