AI for Business - Brand Management

Artificial Intelligence for Business - Brand Management ~ www.firstalign.com ~ 1
May 2018
Exploring the case for AI in Brand Management;
customer experience and perception.
Artificial Intelligence In Business
Maximizing Human Potential
Transformation ~ Centers of Excellence ~ Artificial Intelligence

What is a Brand?
“a publicly distinguished product, service or concept that can be easily
communicated, marketed and positioned”
Influence of AI:
a. systems that aid decisions through strategic intelligence;
b. focuses on automated solutions requiring less human intervention;
c. visualizes through AI-powered customer experiences; and
d. improves recognition, experience, perception and bottom line.

Competition.
Market competition ensures brand strategy is vital to customer loyalty. For
the best strategy, a Brand Manager should understand the following:
❖ human psychology in decision making and its affects;
❖ psychology of implementing “best practice” for a product or service; and
❖ measures and effectiveness of branding strategy.
AI powered customer experience programs significantly aid this process.

We Explore the.
1. Possibilities for AI in rethinking “Brand Management”
2. How AI can improve awareness and equity
3. How AI focuses on automated solutions
4. How AI powers customer experiences
5. Case studies of brand cycles

Artificial Intelligence Impact.
Unprecedented ability to:
❖ improve brand interaction and rationalize actions that promote brand goals;
❖ avoid a high degree of fluctuation in customer perception; and
❖ help make the brand experience more personalized and predictive.
Tools
❖ Signal Weighting and Entropy Pooling.
▪ Improves customer experience, satisfaction, value and competitive advantage.

Understanding Brand & AI.
Intelligence-driven Product Catalogs
Social Network Optimization
Market Engagement
Customer Care
Decision Wheels
Digital Media in Brand Reputation
• Business processes
• Internal resources
• Data available
• Speed of extraction
• Speed of processing
• Choosing AI solution
• Create project
• Best practices (CoE)
• Build ETLs / Cloud Data
Solution.
• Manage AI Portfolio
• Governance
• Steering Committee
Prepare ExecuteIdea
Business
Capabilities
AI Solutions
AI Solution
Lifecycle
• Define drivers
• Define KPIs & CSFs
• Form strategy &
timelines
• Plan ROI measures
• Continually improve
capabilities
• Train, coach, mentor
team members
• Monitor Value & ROI
• Continually review
opportunities &
technology

Intelligence-driven Catalogs.
Leverage customer behavior and engagement to
automatically fine-tune product catalog offerings.
Optimize price, content, validity, etc., and propose
configurations based on deep learning.

Social Network Optimization.
Enable content routing by optimizing information according
to demands, traffic volume, user behavior and other
parameters.

Market Engagement.
Create real time contextual, personalized engagements,
across a wide range of criteria.

Customer Care.
Harnesses intelligence and automation, by anticipating
needs and “just in time” engagement.

Decision Wheel.
Focuses on Brand Management via customer
experience;
❖ happy customers create brand loyalty, increasing reputation
improving growth [1].
AI improves customer experience by;
❖ generating personalized recommendations;
❖ building AI-powered Application Programing Interfaces (APIs);
❖ linking business and customers [2], thus improving perception; and
❖ providing speech recognition and emotional intelligence solutions.
Value/
Reputation
Customer
Markets/
Campaigns
Identity/
Perception
Trust/
Loyalty
Strategy
Growth/
RevenueAnalytics Forecasting
Advertising
Crisis
Management
Decision
Awareness
Pressure
Groups
Equity
Scientific
Media Choice
Natural
Fear
Detectability

Digital Media &
Reputation.
❖ Opinions spread quickly
❖ Word of mouth and social search are powerful
❖ Customer reviews affect reputation
❖ Brands use AI to better control experience and hype
❖ Automation software helps simplify labour intensive
tasks
Brand Management
• Strategy Management
• Positioning
• Core Differentiators
• Value Management
• Financial Management
• Campaign Management
• Planning & Implementation
• Measure & Evaluate
• Performance Management
• Risk Management
• Optimizing
• Products Services
• Customer & Experience
Marketing Satisfaction
Performance Fulfillment
Automated Services Personalization
Rational Emotional
Brand
Reputation
Artificial Intelligence
Alignment
• Good reviews on social networking sites.
• Advocacy increases customers by ‘word
of mouth’.
• Bad response or non-response online
• Bad experience with a brand rep
+4 Trust/ Brand Loyalty
• Identity, perception, attitude about brand
• Unfavorable consumer reaction
• Advertisements leading to improved
awareness trough repeated exposure.
• Educate on what brand represents.
-3 Brand Rejection
• Negative value, reputation or identity.
• Opinion or story posted by angry,
disgruntled or confused customer.
• Recognized by good stories posted by
customers.
• Communicate brand advantages,
encourage trial.
-1 Brand Recognition
• Opinion or story posted by angry,
disgruntled customers.
• Negative brand experience.
• Good stories posted by customers that
support by word of mouth.
• Create distinctive positioning.
Brand Preference+2
-5 -3 0 +3 +5

Artificial Intelligence.
Key Phases & Approach!
Data
Algorithms
Workflows & Machine Learning

Data.
AI’s usefulness is a function of data quality and quantity.
AI delivers;
❖ strong insights, predictions, recommendations, automation; and
❖ self-learning through adaptable algorithms.

Algorithms.
The constancy of data analysis, research and problem
solving is a timely action, based around insight and
workflow.

Workflows & Machine Learning.
Automating the process of applying AI to real-world
problems, allows:
❖ modelling and signalling to speed identification and completion of tasks; and
❖ optimization of outcomes to improve routine actions.

Approach - Signaling.
Signal weights - indicator analysis understands risk through conventional
pointers, filters or Entropy Pooling [3,4,5]
❖ Signals can be integrated using
assigned confidence scores
❖ Signals indicate the probability of
brand value scaling up or down
Current
Brand’s
Reputation
Media
Perception
Cz
Cx
Cy
P(x)=Cx-α
a(α)
(stable)
Alpha
Target
Constant
Sloop
Push Up
Push Down
• Fragment
• Fluid
• More, but Weak
▪ Parameters
▪ Benchmarks
▪ Rules
▪ Probability
• Less
• Stronger
# Fail

Use Cases.
Promotion
Crisis Management
Brand Value Over Time

Brand Promotion.
Example: Graph demonstrates “Brand promotion and identity” of a product, with a person using
“X Cat Food” over time. This illustrates positive impacts to promotion to generate customer
loyalty. Local promotional cycles generated increased awareness and sales of cat food goods,
therefore increasing band identity and awareness.
Impact: The use of AI powered customer experience, enhanced brand loyalty. Over time local
promotion led to an upward trending at a national
level where word of mouth and AI supported digital
media helped create positive product hype.
Outcome: As promotion cycles progressed, brand
awareness increased. Positive customer experience
generated brand equity; word of mouth in turn
created a self sustaining market.
Target
Promotion
Cycle 1
Promotion
Cycle 2
Local
Current
National
Promotion
Cycle 3
Promotion
Cycle (n)
Trending
Initial Campaign Development Growth
Initial market
reaction
Awareness catches Becomes self sustaining as
recognition & loyalty expand
Continually trends up as
loyalty improves
Sustaining

Crisis Management.
Example: Graph demonstrates a “Person claiming to have gotten hurt” by a product, creating a
potential crisis for “X Cat Food” when contaminated pet food causes injury or death. This
illustrates escalation and reactions to crisis to mitigate impacts. Social media can be followed by
anyone – customers and competitors, therefore becoming an important indicator of organizational
reputation.
Impact: AI helped in the reaction of brand crisis
management to mitigate impacts. AI generated
signal reviews of digital media, identified triggers to
help the organization monitor brand mentions.
Outcome: ‘Media Hype Cycle’ was managed and
better controlled allowing the brand to swiftly
respond to negative circumstances before the
brand cycle reached widespread media perception.
Emerging Issue Situational
Development
Crisis
Target
Files
Lawsuit
Brand’s
Reputation at
Stake
Brand Owner files Fake
Advertising Countersuit
Plaintiff Found Guilty of
5 Counts; Fined &
Required to Publish
Correction
100+ Counts
in False
Advertisement
Publishes
Correction
Media
Catches
Media Commentary
Handling Crisis
Shoots New
Television Ad
Person
Gets Hurt
Plaintiff
Goes to
Media
Current

Brand Value Over Time.
Example: Graph observes over time cycles of positive and negative trends.
Impact: AI monitoring provides recommendations that identify and mitigate brand impact
abnormalities, that help to “control” brand value by which Brand Strategy maybe better applied.
Outcome: Monitoring brand value cycles that
generate positive trends, build up of brand capital,
limit exposure to high fluctuation events.
Increases in brand loyalty to better insulate the
brand against isolated events that do occur.
Time
KEY:
W Wet Cat Feast X Wet Cat Food
Y Dry Cat Food Z Wet Cat Food
BrandValue
Normal Range
Normal Range

Observations & Conclusions.
Organizations provide “Brand” statements expressing
identity, connection and fulfilment of customers’ need.
 Customers in turn market for them.
Therefore brand loyalty and reputation, directly influences
sales and growth.

Impact of AI.
Provides better answers to complex problems, eases
decision making and enhances brand promotion.
Generates significant value, improved performance,
customer awareness, experience, and satisfaction.
Provides signals on market and customer perception
using recommendations to reduce risk impact.

1. AI Generated Content
2. Smart Content Curation
3. Voice Search
4. Programmatic Media Buying
5. Propensity Modeling
6. Predictive Analytics
7. Lead Scoring
8. Add Targeting
9. Dynamic Pricing
10. Web and App Personalization
11. Chatbots
12. Re-targeting
13. Predictive Customer Service
14. Market Automation
15. 1:1 Dynamic Emails
Areas of Benefit from AI.
15 areas Brand Management and Marketing can benefit from AI.

For more information, please visit www.firstalign.com to
discover ways we can help.
Download the full white paper at
http://www.firstalign.com/press/index-publications.html

Notes & References.
[1] Anni Isotalo and Samu Watanen. 2015. The impact of Brand Experience on attitudes and Brand image ~
A Quantitative Study. Master Thesis, EFO 704, Mälardalen University School of Business, Society and
Engineering.
[2] Ms Suman Si, Ms Mansi Kapoor (2014) Impact of Branding Strategies on Consumer Buying Behavior in
FMCD Industry. IOSR-JBM 16(1): 126-135.
[3] Attilio Meucci, David Ardia, Simon Keel (2011) Fully Flexible Extreme Views. Journal of Risk 14(2): 39-49.
[4] Meucci, Attilio (2011) Mixing Probabilities, Priors and Kernels via Entropy Pooling. GARP Risk
Professional, pp. 32-36, December 2011.
[5] Richard Grinold. 2010. Signal Weighting. The Journal of Portfolio Management 36(4): 24-34.
Additional reading of interest.
Albelwi, S. Mahmood (2017) A. A Framework for Designing the Architectures of Deep Convolutional Neural
Networks. Entropy 2017, 19, 242.

FirstAlign Solutions
o. 227 W 4th Street, Charlotte, NC 28202
p. 646-233-2488
e. contact@firstalign.com
www.firstalign.com
NOT JUST KNOWLEDGE, KNOW HOW
“Maximizing Human Potential”

AI for Business - Brand Management

AI for Business - Brand Management

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