PUBLIC NYC Launches PANIC Brand Metrics

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New Diagnostic Platform for Branding and Communications, Promises Accountability for the PR Industry

PUBLIC New York City, an award-winning media and brand identity firm, has announced the launch of a new brand consulting practice, PANIC Brand Metrics, which responds to the communications industry’s growing demand for objectivity, increased accountability and more sustainable relationships with their clients. The new brand diagnostic was recently featured on PR Daily (, where CEO Marco Larsen outlined the need for a paradigm shift in the way we consider brand and communications.

“The PR industry struggles with real accountability. It can marginalize great success and brilliant media campaigns by relieving them of the intellectual credit they deserve. 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.”

The PANIC method begins by placing brand at the heart of all marketing, advertising, media and public relations strategies. Using the five core elements of brand perception (Purpose, Aesthetic, Narrative, Influence and Craftsmanship), PANIC channels brand into manageable verticals, which are scored, tracked and manipulated, as brands grow towards their ideal perception in the marketplace.

“The supreme challenge of branding is quantifying subjective elements, such as Narrative or Aesthetic, into objective benchmarks,” added Creative Director Mark DeFrancis, “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.”

PANIC Brand Metrics was developed by PUBLIC New York City through their work with some of the world’s most intriguing brands, including Qatar Airways and Petrossian Caviar. The agency currently employs PANIC with its existing clientele and regularly lectures on the diagnostic method at Georgetown University’s McDonough School of Business.

“Brand and communications needs a common language every bit as much as economics,” said Charles J. Skuba, Professor For The Practice Of Marketing And International Business at McDonough, “I have integrated the PANIC model into my own course, because it quickly and easily cuts to the core of any brand and elevates the concept of brand-focused media relations to an objective pursuit, alongside sales and marketing goals.”

PANIC Brand Metrics is now available for individual client consultations or as a value-add for branding and media relations agencies, with tiered services to suit individual needs. The consulting practice plans to ultimately expand the method beyond individual branding into the market-wide standard for surveying and analyzing perceptive data, across any industry.

Founded in 2007, PUBLIC New York City is an award-winning strategic communications firm that focuses on brand identity and media relations for a small group of world-renowned clientele. PUBLIC is distinguished by its commitment to creative campaigns, tailored service and objective measurement, which can only be expressed directly on the client’s bottom line.

PUBLIC has served many of the world’s most intriguing brands across a wide array of industries, including Qatar Airways, Petrossian Caviar, Zurich Financial Services and the SETI Institute. PUBLIC is a privately held LLC. Marco Larsen, Principal, is the majority stakeholder.

In 2014, PUBLIC NYC developed PANIC Brand Metrics, a new perceptive diagnostic for brand. PUBLIC launched PANIC in 2016, as a separate consulting practice, designed to give clients a deeper understanding of their own brand, while providing objective benchmarking and data-driven insights for brand growth.

Marco Larsen, Principal, PUBLIC NYC

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