The Brand GPA

About The Brand GPA

Brand has a brand perception problem. The Brand GPA fixes that. The Brand GPA is a framework that measures a brand's health by focusing on the most important—and toughest—graders: customers. The Brand GPA measures a brand across five weighted "subjects": • Chemistry (30%) • Communications (20%) • Psychology (15%) • Sociology (15%) • Economics (20%) The Brand GPA replaces self-serving KPIs and individual departments grading their own homework with organizational alignment and a much better—and measurable—customer experience. Based on the book "The Brand GPA: Making the Grade with Your Customers" by Josh Grau (Fast Company Press, October 2026), which outlines the framework and assesses 68 brands across 12 industries. Will your brand make the grade?