PAGE 11
EFFECTIVE BRAND STRATEGY
An effective brand strategy
manages 3 stages of consumer
interaction to shape customer
response
Should you spend on making
your brand promise through
advertising, or on keeping the
promise by ensuring that your
products deliver what
customers want?
The brands meaning consists
of a core promise to a define
set of customers
AND
ATEGY
SHIFTS
MAND
To communicate brand meaning we
need a combination of explicit marketing (i.e. Advertising, Social Networks)
and Implicit Marketing (i.e. Conveyed
through every interaction customer
has with the brand – Customer Service,
Website Navigation)
There is a need to put in place
a disciplined process to
encourage amplification and
mitigate distortion and
cross-talk
All dimensions of reception
should be covered,
Awareness
Congruence
Credibility
BUZZ
ORE
OMICS
THE KIND OF BUZZ YOU CAN
TAKE TO THE BANK,
Brand Strategy should be anchored by
economic metrics and informed by analytics
not just by creative marketing processes
The Starting point should be CUSTOMER
priorities
Then determine how the brand can mesh
with other elements of the business model to
boost customers loyalty and willingness to
advocate for the brand!
SOURCE : Bain & Company – Brand Strategy
By Eric Almquist and Tamar Dane Dor-Ner
CLICK TO VIEW
BRAND STRATEGY
PRESENTATION
CONNECT WITH MAS INNOVATION
please email [email protected]
if you have any