The Brand Cosmos represents the most relevant and sustainable fields of interest and action. The fields consist of both the performance experience (product, service, etc.) and the community experience. What kind of fields these are depends on which social trends and developments a brand or a company wants to position itself in. The community experience is based on the narrative that creates a sense of belonging.
This is where the future KPIs apply: loyalty, recommendations, positive reviews, defence, co-creation and open-innovation.
The foundation for this is set up in the Brand Cosmos.