Brand momentum is one of the most underused variables in consumer equity analysis. Analyst models are dominated by price, volume, margin, and guidance. Brand health is typically discussed qualitatively in earnings calls and tracked through expensive, infrequent consumer surveys. But behavioral and social data can measure brand momentum continuously, at a fraction of the cost, and often with a meaningful lead over reported financials.
The gap between what the data shows and what the market has priced in is the social arbitrage opportunity. This post focuses specifically on brand momentum: how t