The Brand Interrogator: A Marketers’ Tool For A Social World
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Whether you're a client, suit or creative – certain brand health questions simply must be asked. Here are six checkpoints to help you evaluate your brand's vitality.
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The Brand Interrogator: A Marketers’ Tool For A Social World
- 1. The Brand Interrogator A Marketers’ Tool For A Social World
- 2. AILING A) HEALTHY OR AILING? B) AMMUNITION C) A VIOLENT WARNING D) HOW? Section A HEALTHY
- 3. Interrogations are seldom pleasant so they’re avoided.
- 4. But the longer they’re avoided, the more necessary they become.
- 5. You see, brands are like people: they need constant care or they fall sick.
- 6. They require: an owner, a champion, and a guardian.
- 7. Today’s consumers can now be your greatest advocates – or your worst nightmare.
- 8. Moreover, the marketplace has changed so much.
- 9. A) HEALTHY OR AILING? B) AMMUNITION C) A VIOLENT WARNING D) HOW?
- 10. creating the ‘work’... Okay, so your agency is working hard,
- 11. But are they equipped with the ammunition they need?
- 12. This is the job before the brief a reality check based on six major brand checkpoints
- 14. A VIOLENT WARNING A) HEALTHY OR AILING? B) AMMUNITION C) A VIOLENT WARNING D) HOW? Section C
- 15. The time for gentle reminders has long since come and gone.
- 16. As a brand guardian, if you’re not asking these questions, who is?
- 17. interrogate your brand, Therefore: be proactive in evaluating its equity and use this info to develop a plan.
- 18. Failing to act, after all, is failure. However, there is good news: this is an opportunity to empower everyone.Failing to act after all, is failure.
- 19. However, there is good news: this is an opportunity to empower everyone.
- 20. HOW? A) HEALTHY OR AILING? B) AMMUNITION C) A VIOLENT WARNING D) HOW? Section D
- 21. Examine each box in the following categories with a mind’s eye on your brand. Brand Ethos Product Differentiation The Discussion Geography Experiences Social Listening 1 2 3 4 5 6
- 22. Brand Ethos
- 23. Brand Ethos
- 24. Brand Ethos
- 25. Brand Ethos
- 26. Brand Ethos
- 27. Brand Ethos
- 33. The Discussion
- 34. The Discussion
- 35. The Discussion
- 36. The Discussion
- 37. The Discussion
- 38. The Discussion
- 39. The Discussion
- 40. Geography
- 41. Geography
- 42. Geography
- 43. Geography
- 44. Geography
- 45. Geography
- 46. Experiences
- 47. Experiences
- 48. Experiences
- 49. Experiences
- 50. Experiences
- 51. Experiences
- 52. Experiences
- 53. Social Listening
- 54. Social Listening
- 55. Social Listening
- 56. Social Listening
- 57. Social Listening
- 58. Social Listening
- 60. The dialogue, discussion and experience aren’t linear. Finding 01
- 61. The experience is more than just functional and emotional. Finding 02
- 62. Brands that trigger multiple associations and levels of meaning are the ones that are most powerful. Finding 03
- 63. Successful brands become an important part of our lives. Finding 04
- 64. Brands nobody cares about fade off into obscurity – along with their brand owners. Finding 05
- 65. Written by: Alexander Patterson A Marketers’ Tool For A Social World The Brand Interrogator