brand glossary: brand playback

Interbrand’s proprietary approach to social listening through the lens of brand. Using social and web-based behavioral data such as conversations, traffic and engagement data, brand playback amplifies “traditional” means of research—like quantitative studies, focus groups, and ethnographies—with organic data that distills the most relevant public perceptions. When brand experience aligns with what people really want, the audience will “play back” the attributes of the brand, indicating successful execution and opportunities for brand growth.

Also known as: playback

See also: social listening