Once upon a time I attended a Brand Tracking debrief delivered to one of our clients by a well known international research agency. I was there to see how the ‘brand was doing’. We had sat through 4 hours and nearly 200 slides. As we left, our client tapped me on the shoulder and said ‘tell me Gary, are we doing well or badly?’. The truth was, I couldn’t help. The sandwiches were good though.