December 23rd, 2022, Lesley Simeon
BrewDog will finally welcome an occupant to its chief marketing officer position, leaving it vacant for more than three years. The brewery and pub chain promoted current brand and marketing director Lauren Carrol to the CMO role. The previous CMO, Jon Evans, left the company in January 2019 months after joining in November 2018. Along with the CMO role, the company announced appointments to the CEO (bars business) and chief digital officer posts as well.
What has BrewDog’s past performance been like, and what are the challenges that await Carrol in the new role?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - BrewDog’s Awareness metric - which measures how aware customers are of the brand - has grown considerably since January 2019. Interestingly, the trajectory hasn’t been similar for other metrics.
While the company has managed to make wider audiences aware of its brand, BrewDog seemingly hasn’t been able to convert brand awareness into a much larger customer base, the data suggests.
Awareness metric scores went from 46.5% on 1 November 2018 (when Evan took over as CMO) to touch 72.9% on 20 December 2022. The brand’s Ad Awareness metric - which indicates how many and which consumers are noticing the brand’s advertising - grew from 3.1% on 1 November 2018, to 5.3% on 20 December 2022. Similarly, Brewdog’s Current Customer metric grew by just one point to touch 5% on 20 December 2022.
On the other hand, the brand’s Index metric has almost halved. The metric - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation - dropped to a net score of 5.4 from 10.
With a new CMO, CEO (bars business) and a new digital chief in place, BrewDog can now look forward to devising strategies that can help the company grow.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. BrewDog’s Awareness score is based on the question: Which of the following brands have you ever heard of? and delivered as a percentage. The brand’s Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. The brand’s Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between –100 and +100. The brand’s Current Customer score is based on the question: Have you purchased any of the following brands in the past 30 days? and delivered as percentage. Scores are based on an average daily sample size of 2453 GB adults between 1 October 2018 and 20 December 2022. Figures are based on a four-week moving average. Learn more about BrandIndex.
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