Brand health tracking across fitness, beer, and B2B software.

I’ve built or rebuilt brand health trackers in three very different category contexts. Same discipline each time. Very different strategic questions for it to answer.

Peloton's tracker covered six markets and was the marketing organization’s primary read on brand health, perception shifts, and competitive position. I rebuilt it on arrival: switched vendors from Dynata to YouGov, redesigned the questionnaire (cut LOI by 17%), redesigned the sampling, and overhauled how findings got distributed inside the company. The connected fitness category was shifting underneath the brand at the time, and the tracker was how the organization read the shift.

Matterport's tracker didn’t exist before we built it. Seven markets (US, Canada, UK, Germany, France, Australia, Japan), with semi-annual waves. The results surfaced a category-positioning gap on “digital twin”: fewer than one in five people aware of Matterport described it as a digital twin brand, while the CEO and product launches were pushing the digital twin framing hard. I argued internally that Matterport was overreaching on the term. Leadership didn’t act on the recommendation at the time. We parted ways before reconciling that gap, but the CoStar acquisition in 2024 seems to have validated the read.

ZX Ventures' tracker ran across 17 craft beer brands in Europe, APAC, Africa, and South America. Most of those brands were small enough that they’d never invested in this kind of measurement on their own. The portfolio-level program gave early-stage craft brands access to the same brand health intelligence the main AB InBev portfolio relied on.