New brand management techniques 2nd part

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New brand management techniques

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New brand management techniques 2nd part

  1. 1. 2nd Part: New Brand Management Techniques Next Brand management techniques: Brand Metrics. In general terms, we may consider three alternatives: measure the knowledge of the Brand and the relationship with their consumers; estimate the incremental sales or cash flow which the brand will generate in short term and the last one, determine the financial value of the brand in a long term. There are different methodologies for each route. As we are interesting in analyzing the relationship between the consumers and the brand, we will focus in the first one. It is based in the marketing philosophy that specifies attitudes, opinions and favorable beliefs toward to the brand to achieve a right brand behavior. This is based in the statement made by Kevin L. Keller: brands are not made up immediately, they need to count with strong and unique alliances before to achieve a favorable consumer behavior (either purchasing, testing, continuous use, among others) Millward Brown make up one of the models best accepted: Brand Dynamics, based on hierarchical methodology and design for measuring the consumers attitudes, opinions and beliefs on brand. Watch me growth
  2. 2. In this model, measuring consumer attitudes throughout the time, you can observe the changes in the relationship between the consumer and the brand and it is possible to follow these changes in many marketing or communication activities. Also, it can be measured the brand against brand competitors in the same category. It means, this alternative can be used for analyzing where to change, to adapt or to focus in brand positioning and marketing efforts. One of the most frequently used methodologies to obtain this kind of information is the crowdsourcing applicable by social media. Content Marketing Transform the regular into remarkable! Presence Relevance Performance Advantage Bonding Do I know the brand? Does the brand offer something? Does it well? Does it offer something better? Nothing beats BrandDynamics Source: Millward Brown
  3. 3. Content Marketing is the art of creating and delivering relevant content to the audience with the main objective of attracting and connecting closely with them. Why is today branded content so relevant? The internet democratized the access to all kind of information around the world. Today, the brands face a new environment. Consumers have changed dramatically. They opine, share and influence on other consumers in multiple platforms. They accept and demand content and the information travel in microseconds. Before this time, media produced the content and took control of its delivering. Today everybody is a media, consumers together with the brand generate the content. Brands develop its own channels to communicate directly with consumers. Stories share in a wide variety of platforms on-line such as web, blog, portals, social networks, Webtv. These times say good-bye to the intrusive advertisement. Welcome to the Content era. The Content is the king. The change in all channels has created what we now say as the union of all social media named POEM: Paid Media, Owned Media, Earn Media and precisely if the strategy is well done is the last one that will grow larger and affect the brand value. What is the objective of creating and delivering content? Business to Consumer: To entertain, fun, attract, inspire, motivate, provide service .... Business to Business: To inform, equip, establish as a benchmark, develop strategic alliances, positioning This is the moment of Social Media, it greatest opportunity: the entrance barriers are minimum, the investment is progressive, is possible microsegment, the measures are in real time… Social Media is global, free of charge, democratic, immediate and interactive. The Social Web allows the delivery of content by the consumers themselves. Today, consumers have voice and vote. They are the brand. In branded content, the sale is the result of a job well done, not an objective
  4. 4. Engagement Programs: Why are so important the Engagement Programs? Brands are sociable by nature. Clients have the need to achieve a social status inside the Community they feel identified and proud to belong to. That Community where they share the same beliefs and value system, interests and customs, but above everything they feel exalted, respected and recognized by the brand by a reward and benefits system translated in valuable experiences. They are the brand. Why not invest in them if they are the success of your company? Analyze the components of a Community to understand carefully which are the new relationship codes. Identity: a community is a group of people that interact among each other with a common objective and personals aims: the sense of belonging is the biggest motivation. Hierarchy: The leader is identified in the initial stages of any community. The leader is a person highly committed with the project, who knows how to conglomerate wills, join the goals of the community with personal aims and helps to set the rules of belonging. There is also the influencer role, people that We create unique alliances
  5. 5. without being a leader are respected and followed by the Community. Their opinions are quite valued by the Community. Engagement. The Community scheme is quite similar to an iceberg or pyramid, where it is possible to identify the client categories. Each segment deserves a different strategy. Content: In the content management it must be planned the dynamics, times and interactions extremely powerful and differentiating with the Community in order to captivate their interest and hold over time. The content management is directly implied with the costs but not necessarily with the creativity and the wit. Nowadays, you have available a wide variety of platforms and tools that will allow you to obtain the best investment-benefits equation Interaction: today the communication channel of a company is bidirectional. The Community members are the most interested in the brand and they are who consume it. You must facilitate the communication between the users and the contact personnel to figure out in real time any type of requirements and needs. Remember: the best advertisement is those created by satisfied clients. They share everything in Social Media. Engagement Program Introduction Consumers want the brand human hand. They choose a brand not only for its products and benefits but also for the relationship they keep with the brand in the long term. Reconceptualization: Engagement for Loyalty The new times require new skills and management tools. Let´s analyze which are the main changes:  From Programs based on Benefits & Rewards to Programs based on Memorable Experiencies & Aspirations.  From Customized Communications to Audience Recognition and Exclusivity  From “Have” to “Belong” and above all, “Feel”
  6. 6.  From quality to dreams for ever and ever  From Socialdemographic Segmentation to Lifestyle Segmentation  From content generated by Marketing to Content created by both, Audience and Marketing.  From top-down strategies to bottom-up strategies  From viral marketing based on WOM to viral marketing based on WOW. Visualize creates habits that promote attitute, generate new actions and determine the success of the every event.

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