Net Equity: How does the ad build on a brand’s history, reputation, and viewer expectations? Does it strengthen and reinforce the brand? The framework is designed to reduce bias, which results in a narrower range of differing opinions. While brands rarely earn an A, Rucker adds that most arguments stem not from best-to-worst, but whether a brand (for example) earned a B or a C. In his experience, Calkins has seen more divergence in opinion. “Many spots will be polarizing. People are weighing different things higher or lower. And that’s why we have a panel.” What do students gain from the Super Bowl Advertising Review? For starters, it is a perfect example of how Kellogg connects theory and practice.