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Meet rational, emotional & societal needs to drive brand performance

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  Brands need to meet rational, emotional and societal needs to engage customers and employees and drive brand performance.  The edelman study indicates that “when all three need states [rational, emotional AND societal] are met simultaneously, the impact is an 11 percent lift, on average, on consumer actions such as purchase (8 percent), defend (10 percent), […]

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Purpose & values need to be lived to deliver against your brand promise

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Help everyone in your business understand and live your purpose and values – through engagement and alignment, understanding how to apply them to their everyday jobs and behaviours, and empowering them to do so.  Some startling statistics from Gallup and Great Places to Work indicate that over 50% of managers and 60% employees don’t know what their company stands

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The missing link to customer retention is your employer brand

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Businesses forget that your customers are prospective employees and employees are current or prospective customers. By aligning your customer and employer brands, it doesn’t matter who you are, the overall brand stands for the same thing in people’s minds; and as a business you have a better chance of employees delivering consistently against your promise

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How healthy is your brand? #7

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The healthy brand links brand to bottom line:  1. Identify KPIS, measures and monitoring process up front 2. Link KPIS to strategy and activity via horizon plan, annual marketing plan, customer journey and indicative conversion expectations 3. Review performance as relevant: 3 hours (execution/media timing), 3 days (execution/media placement), 3 months (creative strategy/media plan), 6-12 months (brand strategy –

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How healthy is your brand? #6

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What does this mean?  1. Everything sings from the same hymn sheet – driven by the brand idea. We use the brand experience wheel to consider implications of the brand idea on all areas of the brand experience during the brand strategy stage to stress test the brand idea and then identify touch-points (both consumer

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How healthy is your brand? #5

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A #healthybrand builds a creative platform where consumer, category and brand/product truths meet to solve the problem behind the problem. Inspiring creative and media to engage consumers, employees and key stakeholders across the marketing and media mix, to meet commercial objectives. For example Axe/Lynx solves a problem of confidence from a product (sweat) and consumer perspective (get

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How healthy is your brand? #4

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Be distinctive. Be meaningful. Be consistent. A #healthybrand has a distinctive brand identity – naming and architecture; visual, verbal, sensorial and behavioural identity – that reflects what you stand for and is consistently represented across everything you are say and do. So that people can easily find your brand amongst the clutter, associate meaning and

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How healthy is your brand? #2

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In a world where we’re overloaded with choice and bombarded with 1000s of messages across a proliferation of media channels, alignment of people and brands is key for healthy business results. Gallup research indicates that when consumers are aligned with a brand they give it twice as much share of wallet vs those not aligned. A

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How healthy is your brand? #1

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The #healthybrand consistently engages customers, employees and key stakeholders throughout your continuous strategic planning process. Two key points: 1) involve all audiences to make sure you’re seeing your brand from all sides; getting people involved up front means you can cover off any issues before they arise and they’ll be naturally more engaged for implementation; facilitates building

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