Five-dimension scorecard at equal 20% weight. Composite 61/100 reflects fresh evidence on differentiation erosion and awareness-cohort drift. Click any dimension node to read the present-vs-opportunity findings.
Strengths
Mission opportunity (75) — cleanest upside if AHA adopts somatic-intelligence-restoration as the public posture.
Loyalty present (60) — Heart Walk + KHC + Go Red carry strong donor and survivor loyalty.
KHC family graph — ~1M kids, ~5M parents per year, $1.8B raised since 1978. Inverse of every wellness brand’s cold start.
$6.1B research moat — only credibility asset large enough to evidence-ground consumer wearable claims at scale.
Weaknesses
Differentiation present (40) — lowest dimension. CPR-cert + research are real but contested by Function, Oura, Whoop, Levels.
Awareness cohort drift — 25-44yo women dropped 21 points from 2009 to 2019, steepest in 25-34yo (-81%), Hispanic (-86%), Black (-67%).
Trust eroding with the category — Edelman 2025: no institution is trusted on health; medical-doctor trust dropped 14 points since 2021.
Trust→Differentiation broken edge — institutional trust lacks a sharp differentiator move; competitors talk to women every morning, AHA talks to them in February.
WHAT TO LOOK FOR
The dashed line is the repair direction.
Trust scores 63 and Differentiation scores 53. The dashed crimson edge between them says the trust the institution has does not currently land as differentiation in the consumer’s mind. The repair move is a sharper Mission posture (Mission already carries the highest opportunity at 75) that bridges back to Trust by giving the institution a daily-life surface area it does not yet have.