Measuring the Impact of Brand Activism

Impact isn’t a vibe — it’s measurable. This week I’m joined by Neil Callanan, LooseGrip founder and creator of the GRASP Impact Framework, to unpack how storytelling can stand up to scrutiny and move both culture and the bottom line.

What You’ll Learn in This Episode

• How the GRASP Impact Framework helps brands get a real grasp on the effectiveness of their stories
• Why consumptive metrics like time spent with content matter more than views or impressions
• How activism and values-driven marketing can influence both culture and commercial outcomes
• The importance of authenticity and intentionality in purpose-driven brand storytelling
• Ways to communicate impact internally so leadership sees the value and potential risks clearly

Episode Chapters

(00:00) Intro

(00:18) Opening remarks

(00:30) Welcome and first impressions of GRASP

(01:05) Explaining the GRASP Impact Framework

(02:55) Legos and dashboards metaphor for data

(06:15) Storytelling plus analytics for brand impact

(10:02) Halo effect and connecting activism to outcomes

(24:52) Brand that made Neil smile recently

(27:03) Where to find Neil and learn more

Neil Callanan is the founder of LooseGrip and creator of the GRASP Impact Framework, a system that helps mission-driven brands translate storytelling into measurable business outcomes. With over 15 years of experience aligning activism and analytics for brands like Unilever and Ben & Jerry’s, Neil specializes in helping companies prove that purpose-driven marketing can drive sales, culture, and social impact simultaneously. He combines data, narrative, and strategy to help leaders measure and defend their impact at every level.

What Brand Has Made Neil Smile Recently? Neil shared that Rivian has impressed him with its attention to detail and customer experience. From a Halloween mode in their electric trucks to playful Easter eggs in their app, Rivian creates joyful and memorable experiences for drivers and families. Neil appreciates how their intentional brand efforts foster engagement, loyalty, and advocacy, even if the company is still ironing out the challenges of being a new brand.

Resources & Links

• Connect with Neil on LinkedIn.
• Learn more about LooseGrip and the GRASP Impact Framework.
• Here’s the episode of On Brand Neil and I discussed with our mutual friend Mike Hayes, formerly of Ben & Jerry's — from all the way back in 2015!

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