Brand Metrics Consultancy PANIC Launches in NYC

Brand identity and media relations firm PUBLIC NYC has spun off its PANIC Brand Metrics perception measurement solution into a separate consulting practice with the same name.

The new PANIC Brand Metrics business will use the 'five core elements of brand perception' - purpose, aesthetic, narrative, influence and craftsmanship (PANIC) - to help clients understand their brand, while also providing objective benchmarking and data-driven insights. Services include evaluation through brand consultation, independent discovery research and competitive analysis; data analysis including consumer and industry surveys; and a full, data-driven analysis of brand perception in the marketplace.

PUBLIC NYC says it plans to expand the method beyond individual branding into the market-wide standard for surveying and analyzing perceptive data, across any industry. CEO Marco Larsen (pictured) explains: 'By first laying the foundation for a common language and secondly providing a diagnostic that allows for the quantifiable measurement of abstract branding ideas, we take an important step forward in creating peer-approved standards. That, and more impactful work'.

Web sites: www.publicnewyorkcity.com and www.getreadytopanic.com .