The practice is a spin off based on the firm’s PANIC branding diagnostic, which breaks down brand perception into: purpose, aesthetic, narrative, influence and craftsmanship.

Brands are ‘channeled into manageable verticals’ and scored, tracked and manipulated. 

PANIC Brand Metrics is available for individual client consultations or as an add on for branding and media relations agencies. 

“The supreme challenge of branding is quantifying subjective elements, such as narrative or aesthetic, into objective benchmarks,” said PUBLIC NYC creative director Mark DeFrancis (pictured).

“Through our experience with top brands, we’ve learned to take these lofty concepts and express them numerically, without succumbing to tired, questionable indicators like ‘clicks’ and ‘ad-value'.

"We can do better and we have.”