Tracking brand health isn’t just a strategy- it’s a necessity. Like all other forms of health, it requires ongoing monitoring and preventative actions.
We could focus on numerous recent examples, but take the recent boycotts against US retailers like Walmart, Amazon and Target for rolling back their DE&I initiatives. In February 2025, some Target customers participated in a planned ‘economic blackout’. Customers who were once brand loyalists swiftly replaced the retailer with a competitor within weeks (in some cases, days). The company’s stock price fell by ~$27.27 per share, resulting in a loss of about $12.4 billion in market value. Not surprisingly, as Mintel’s research confirms this pattern, revealing that four out of five US consumers say that if they lose trust in a brand, they usually do not shop with them again.
The story is clear: once consumer trust is lost, so is long-term revenue potential. Measuring brand health is critical in preventing such challenges.
A Brand’s Wellness Plan: Closing the Gaps in Health Tracking
At Mintel Consulting, our approach to brand health checks and tracking is preventative care, helping to identify risks before they escalate. We don’t just ask consumers what they feel; we map the very contours of the narratives they’re being fed. We track the flow of marketing spend, the strategic deployment of messaging, and the subtle shifts in competitive positioning. It’s not about measuring the pulse; it’s about pinpointing early warning signs and delivering actionable, data-driven solutions.
Discover how Mintel Consulting helps brands build stronger consumer connections. Download this real-world case study!
Download free strategy insights
From Symptoms to Solutions: A Brand’s Prescription for Growth
Just as a physician combines patient history with lab tests to form a complete diagnosis, Mintel integrates high-quality primary research with competitive intelligence to provide a 360-degree view of brand performance.
Our approach bridges the gap between brand messaging and real consumer impact, ensuring your strategies aren’t just well-crafted but truly effective. The result? Actionable insights that tell the full story: what your competitors are doing, how it’s impacting consumers, and where the greatest opportunities lie for your brand.
Case Study: See How our Consulting Insights Spark Action
Here is a snippet of a real-world example of when we helped a major retailer tackle their challenges with confident clarity.
Mintel uncovered that the competitors of a major retailer were successfully resonating and striking a chord with consumers while spending millions less in quarterly marketing spend. After an initial strategy consultation, they used Mintel’s insights and were empowered to optimize budgets and campaigns to nurture growing loyalty in key subgroups, while maintaining strong appeal among its core consumers.
The insights our methodology delivers are endless. Here’s a glimpse of what you could uncover:
You’re outspending competitors, but not outshining them.
Your share of voice is strong, but it’s not hitting the right channels.
Competitors are owning the conversation on key messages, like quality or affordability.
You’re focusing on the wrong story.
An untapped audience is waiting, and your competitor is already there.
Competitors are gaining loyalty by addressing key pain points faster.
Your seasonal campaigns aren’t fully maximizing their full potential.
Your brand’s strengths aren’t being communicated effectively.
Discover how we solved a major retailer’s challenge to strengthen the connection with their consumers. Download the case study below!
Download free strategy insights
Introducing Mintel’s Brand Health Tracking 2.0
Our Mintel Consulting services start with a full diagnostic scan. We connect the dots between your marketing efforts and consumer behaviors, analyzing data from 20 paid and owned media channels to identify what’s driving competitive campaigns and their impact on consumer behaviors. This ensures the study focuses on the competitive activities that matter most, alongside understanding your brand’s standing with consumers.
From there, equipped with a well-researched competitive set and key campaigns to assess ad recall, Mintel’s primary research team develops a focused 15-minute survey designed to measure core metrics like Net Promoter Score (NPS), satisfaction, purchase intent, and full-funnel behaviors. Whether conducted as a pulse study or an always-on tracker, this approach allows brands to monitor shifting consumer trends over time.
What’s more is that the questionnaires and KPIs can be fully customized to your brand’s value proposition and internal language, ensuring leadership can clearly understand and act on findings.
But we don’t stop there. Mintel’s Consulting team goes a step further. We dig deeper, analyzing marketing spend, key messaging trends and campaign performance over the past 12 months.
From Check-Ups to Wellness Plans
Our intergrated approach – combining consumer insights with competitive intelligence, brand health tracking transforms from a reactive check-up into more of a strategic and proactive wellness plan. It explains what consumers feel and think while still shedding light on the external factors, like marketing efforts, that are driving those changes.
No more guessing. No more assumptions. Mintel’s brand health checking services provide a complete narrative that illustrates how brand efforts and communications shape perceptions and shifts in consumer attitudes, purchasing behaviors, and loyalty.
Ready to Take Your Brand’s Pulse?
Your brand deserves more than a guesswork approach to growth. Mintel’s Consulting team is here to help. With Mintel’s Brand Tracking 2.0, you’ll be able to act clairty and confidence, with every decision backed by data.
Contact us today to book in a strategy consultation and see how a brand health check can transform your strategies and your results.
Read this real world case study by NAM Consultant Kaitlin Ceckowski to discover how we solved a major retailers’ challenge to strengthen the connection with their consumers.
Download free strategy insights
