Spiro™ Introduces New Methodology to Measure the Critical Bond Between Brand and Customer

Global brand experience agency Spiro, unveils its G.R.A.V.I.T.Y. Index™, the methodology and science to assess a brand’s Brand Gravity - the bond between brand and customer - and to inform strategic decisions when assessing event success to ultimately increase customer lifetime value.

Spiro has studied the situational, psychosocial and environmental conditions affecting global audiences at experiences today and used this metadata as foundation for this measurable scale. The Index works as a two-sided model against which brands can measure equal sides of the gravity equation: customer motivators and brand objectives.  

Launched at 2023’s Advertising Week New York, G.R.A.V.I.T.Y. Index represents the universal brand and human 'levers' Spiro pulls to create, measure and competitively benchmark experiences. 

"We’re decoding the drivers that help cement an unbreakable bond between brands and their customers,” said Dane Aloe, EVP, strategy and measurement, noting that B2B brands see an average 15% - 18% increase in revenue after optimising their marketing programs and analysing their effectiveness. “These drivers help inform the creative ideation approach, how brands might talk to their target audience, what extensions brands should release post-experience, and other strategic experiential decisions that help foster brand communities to strengthen the customer and brand bond well beyond the experience.” 

“Yes; people attend events, but they join communities,” said Spiro Futurist Amy Blackman. “And that’s where deeper bonds develop between customers and brands.” 

Combined with Spiro’s omnichannel experience strategy, CCXD, and collective quant metrics, T• RO, this methodology ultimately classifies and focuses critical priorities for brands to command to build & strengthen their experiential portfolios.