Different decisions.
One connected architecture.
Clearer pathways forward.

See where your brand stands —
and what is driving it.

ASCEND provides a 360° diagnostic view of brand performance — showing where a brand stands, why it is strong or weak, and where attention or innovation is needed.

At its core is the ASCEND Score, a single 0–100 measure of overall brand equity for straightforward benchmarking. Behind the score is the ASCEND Profile, a six-dimensional diagnostic that explains what is shaping brand performance.

AAwareness, Familiarity & Associations

Mental availability and the network of meanings associated with the brand.

SSubstance & Credibility

Trust, perceived quality and confidence in the brand’s ability to deliver.

CConnection & Meaning

Personal relevance, emotional affinity and the deeper meaning the brand creates.

EExperience & Touchpoint Equity

How encounters with the brand strengthen or weaken its equity.

NNotability & Ownership

Distinctiveness and the brand’s credibility to own a meaningful territory.

DDecision Power

The brand’s influence on preference and advocacy.

Together, these dimensions provide the diagnostic core of ASCEND — moving beyond a single score to explain why the brand performs as it does and where its strengths and vulnerabilities lie.

ASCEND then brings brand performance to life through four connected views:

Touchpoint Equity Driver analysis goes one step further, identifying which experiences and touchpoints have the greatest influence on brand equity — and therefore where action can make the greatest difference.

ASCEND does not represent a mandatory first step. Instead, it provides the guiding architecture that helps organisations see where to focus, which decisions matter next, and where other MaLogic solutions can be applied.

ASCEND turns a brand audit from a report into a management tool — showing not only where the brand stands, but why, and where to act next.

Find the propositions worth taking forward —
and understand why.

PRIME helps organisations evaluate early-stage propositions, product and service ideas before committing to deeper development. It provides a consistent diagnostic profile of the consumer response, while keeping the final behavioural outcome — such as purchase or adoption intention — as a separate measure.

PRIME can be used across qualitative and quantitative research. In qualitative work, the framework structures exploration of what creates or weakens the proposition. In quantitative research, the same dimensions create a comparable profile across alternatives, audiences and segments.

PPerceived Value

Does the proposition feel worth what people would need to pay, give up or change?

RRelevance

Does it fit a real need, context or life stage?

IImpact on Decision

Does it move the proposition meaningfully into the decision process — prompting consideration, search, enquiry or further action?

MMeaningfulness

Does it offer a benefit or improvement that genuinely matters?

EEndorsement

Would people choose it, stand behind it or recommend it relative to the alternatives?

PRIME shows what the proposition has going for it, what is holding it back, and whether there is enough behavioural potential to take it further.

Strengthen the concepts with the greatest potential —
before taking them to market.

LIFT evaluates developed product, service, experience and brand concepts once the idea has enough substance to be judged as a coherent direction. Rather than rewarding the concept people simply like most, it diagnoses whether the idea can credibly create value for the brand and its audiences — and where it needs to be strengthened before activation.

LIFT combines four diagnostic dimensions with two strategic overlays. The same logic can be used in qualitative exploration and quantitative validation.

LLegitimacy

Can the brand credibly own and deliver the concept?

IInspiration

Does it create the intended emotional lift and make the future direction feel more compelling?

FFit

Is it right for the brand, the market, the occasion and the priority audiences?

TTraction

Can it build attention, preference, engagement, advocacy or participation?

LIFT identifies not simply the most liked concept, but the direction best equipped to move from developed idea to credible, ownable and activatable market proposition.

Test the product itself —
and prove what it delivers.

PROVE evaluates actual products, prototypes and reformulations once consumers can experience what is being delivered rather than respond only to a promise or concept. It separates functional product performance from the experience of using or consuming it, while also testing relevance, value and the product advantage that can be owned.

PROVE can be applied to new-product development, reformulation, competitive benchmarking, blind and branded product tests, home-use tests and other situations where the real product experience needs to be validated before or after launch.

PPerformance

Functional delivery: does it work well, and against the category expectations that matter?

RRelevance

Does it fit a real consumer need, usage context or occasion?

OOwnership

Does it provide a meaningful distinctive advantage? This can encompass originality and distinctive product advantage; where branding is revealed, it also assesses whether that advantage can credibly be owned by the brand. Originality is not a universal requirement — reformulation and benchmarking studies may not call for novelty.

VValue

Is what the consumer receives worth what they give?

EExperience

What is the actual sensory, emotional or usage experience? Performance is what the product delivers; Experience is what using it feels like.

The five dimensions diagnose why the product performs as it does. The behavioural outcome measures what people are likely to do next.

Understand not just what works —
but why.

BRAND.COM provides a consistent framework for understanding how consumers respond to brand communication and customer-facing expressions — from communication concepts and creative prototypes to advertising, landing pages, service messages, packaging, retail and point of sale, and other touchpoints where the brand is expressed to customers.

BBelievability

Does it feel credible and convincing?

RResonance

Does it connect with the audience and what matters to them?

AActionability

Does it create impetus to respond — to search, ask, enquire, click, visit or consider?

NNovelty

Does it feel fresh enough to attract attention?

DDifferentiation

Does it stand apart from competing communication?

CClarity

Is the intended message understood?

MMemorability

Does it leave something behind?

BRAND.COM can guide both qualitative exploration and quantitative evaluation. In qualitative research, the framework provides a consistent lens for exploring why communication works or fails. In quantitative research, the same dimensions provide structured measurement and comparison across creative alternatives, audiences and time.

By connecting human explanation with systematic measurement, BRAND.COM helps teams move beyond choosing a winner to understand what to keep, what to change and how to make the communication work harder.

For digital journeys, BRAND.COM diagnoses the brand and communication layer of the experience. It is not a complete UX or usability framework: navigation, task completion, accessibility and interaction friction require separate diagnostics.