Straight to the Source: Redefining Brand Health Measurement Through Neuroscience

Date: 28 May 2025

In an increasingly competitive market, brands and agencies are faced with the constant dilemma of how to best measure campaign effectiveness. Ground-breaking research conducted by professors Byron Sharp and Jenni Romaniuk, and published in How Brands Grow, demonstrated the importance of brand salience and, thus, saw brands develop somewhat of an obsession with Mental Availability — the ease with which a brand comes to mind when making a purchase decision.