Take the Brand Entropy Index.
Is your brand gaining value, or quietly eroding it? Twelve questions, four minutes, and a clear read on where you stand, while our agents study your site and your Instagram grid.
Tell us the brand
Name, category, city. Add your site and Instagram if you'd like the agents to look.
Answer twelve
Four forces, three questions each. The agents read your palette, type and grid while you answer.
Get your reading
Your Index, the four forces and three moves for this month. The full advisory is delivered on a call.
Signal
Would they know it's you with the logo covered?
Recognition — the reason a customer chooses you before they compare you.
Pricing Power
Why does the bar next door charge $26 for the same cocktail?
Margin — the premium a brand earns without a discount to defend it.
Quality of Revenue
If the ads stopped tomorrow, who would still come?
Durability — revenue that returns without being bought twice.
Compounding
Did the last campaign deposit anything into the asset?
Equity — the work that keeps paying after the campaign ends.
of the market value of the S&P 500 now sits in intangible assets — brands among the largest of them. In 1975 it was 17%.
“The single most important decision in evaluating a business is pricing power… if you have to have a prayer session before raising the price by 10 percent, then you've got a terrible business.”
is the brand-building to sales-activation balance that produced the strongest long-term results across 996 campaigns in the IPA Effectiveness Databank.
Every campaign is judged twice. Did it make money now, and did it deposit into the asset?
QUESTIONS, ANSWERED
What is the Brand Entropy Index?
A free twelve-question diagnostic from AIREA Solutions that reads whether a brand is gaining value or quietly eroding it. It scores four forces (Signal, Pricing Power, Quality of Revenue and Compounding) from 0 to 100, where higher means more entropy: value leaking out of the brand.
How long does it take?
About four minutes. There are twelve multiple-choice questions, three per force, plus the brand's name and, optionally, its website and Instagram handle.
What do the agents read on my website and Instagram?
Only what is public: the site's palette, typefaces, logo, photography and copy, and the last twelve Instagram posts with their engagement, cadence and format mix. The written reading compares what you answered with what the agents saw.
What do I get?
Your Index score and band, the four forces, a written reading of your brand, what the agents saw, and three moves for this month, on the page and by email. The full Brand-Soul Equity advisory, with your competitors researched and a ninety-day plan, is delivered on a call.
Is it really free?
Yes. The reading is free and there is no card. The advisory is walked through on a free 30-minute call; there is no retainer pitch on that call.