Meet Josh Grau.
A four-time CMO and former executive at YouTube, Twitter, Wealthfront, and Yext, Josh has spent 20+ years helping brands find the plot.
He's currently an advisor, consultant, and author of:
If your customers could give you a grade, do you know what it would be?
Odds are it's not what you'd give yourself. Internal teams grade themselves on their own KPIs — meanwhile, customers are grading you on something else entirely. That's the uncomfortable truth: brand has a brand perception problem.
The Brand GPA is the fix — a weighted, evidence-based framework that measures your brand the way customers actually experience it. One score. Easy to track, defend, and act on.
145 BRANDS. 5 SUBJECTS. 1 FRAMEWORK.
“ I spent years at Twitter watching brands confuse noise for signal. The Brand GPA delivers the ultimate signal — how customers actually grade a brand. Josh’s framework is fresh and actionable, and he writes with a sense of humor — something businesses need more of.”
Dick Costolo | Former CEO, Twitter
“Too many leaders make the mistake of rewarding what they can measure but ignoring what their customers value most. The Brand GPA cuts through the false brand vs. performance dichotomy and shows you how to measure the ineffable.”
Kim Scott | NYT and WSJ Bestselling Author of Radical Candor
“Many product leaders believe a company’s moat is the product in isolation. But the real moat is the brand — a repeatable, proven history of positive experiences that gets wider when more customers realize and talk about it. The Brand GPA forces every stakeholder to see your brand through the customer’s eyes.”
Shiva Rajaraman | Chief Technology & Product Officer, MrBeast
“What I find funny is when the ‘what does brand investment get us?’ question comes from someone wearing a luxury watch or carrying a designer bag — an item that is worth what it is almost entirely because of brand. We just don’t connect those dots. The Brand GPA does.”
Andrea Perez | President, FP Movement
Former VP/GM, Jordan Brand, Nike
“Customers are the real teachers, and they are grading the entire brand experience. The Brand GPA gives leaders a practical way to see that grade clearly across the touchpoints, teams, and tradeoffs that shape customer perception. Smart, accessible, and much needed.”
Jim Lecinski | Clinical Professor of Marketing, Kellogg School of Management at Northwestern University and Co-author of The AI Marketing Canvas
“Growth teams spend a lot of time optimizing individual touchpoints — acquisition, activation, retention — without ever stepping back to ask what all of those touchpoints add up to. The answer is brand. The Brand GPA goes beyond marketing tactics and gives a full-funnel, bottoms-up framework that measures brand the way customers actually experience it — and that’s something every function needs to better understand.”
Brian Balfour | Chief Growth Officer, Miro and Founder, Reforge
“Brand is one of the few assets that touches every stakeholder — customers, employees, investors, partners, and communities. Yet most organizations still evaluate it through fragmented metrics or functional silos. The Brand GPA offers a comprehensive framework for assessing brand performance with the strategic rigor today’s leaders need.”
Donovan Neale-May | Executive Director, The CMO Council