They must become friends
Posted: Mon Jan 06, 2025 10:14 am
Insufficient time : Already mentioned in the introduction. It sometimes seems like a utopia to be able to break through this 'culture'.
Marketing and communication agencies : The much-used – but unconscious – idea that you can only achieve the desired ROI with ‘fun’ and ‘always something different’ is poison for the careful development of a brand (unless the brand stands for fun and always something different, but even then). Elaborate campaigns often stand alone with a different face each time and a brand promise that cannot be fulfilled at all. Humanly understandable – after all, something new gives creatives energy – but it shows limited ‘vision’. Attractiveness and a carefully chosen recognisable line can, however, go very well together.
Insufficient cross-pollination : The knowledge of the (medium) long-term vision on brand development and related objectives or strategy is there, but with a select group within and around brand management. Without that sharing of knowledge, you cannot expect colleagues – with their own primary objectives – to act accordingly. Fortunately, there is increasing attention for internal branding, but implementation and decisiveness remain difficult.
Review : The KPIs of marketing activities are often focused on short-term objectives. Logical, you might say, because Below the Line (BtL) campaigns should drive sales, and the effect is easier to measure there. In addition, you have Above the Line (AtL) activities to position your brand. The first is correct, the second is an unfair separation. BtL also contributes to the brand experience, or at least, it should. That does not alter the fact that KPIs for brand experience and image are more difficult to measure than for sales effects.
Brand management plan : Brand management is an expertise in development. Not every organization is yet skilled and certainly not every brand management plan – if it exists – has sufficient professionalism.
marketing manager
It is not so difficult to come up with solutions based on the factors mentioned: in practice it is more difficult. However, I have good hope that major steps will be taken in the coming years, in usa phone data organizations that understand that with good brand management you can make a substantial - perhaps even a necessary - difference. Some tips:
Campaign briefings
ƒInclude a standard section in the campaign briefings in which you test it against brand values (can the action be linked to at least one of them?), the brand promise (what promise are you making with the action, can your organization fulfill this and does this match your positioning?), and the (medium) long-term brand strategy (does your action contribute to that strategy?). You involve the marketer in the process – so be accessible – so that awareness and natural behavior arise. Again, the marketer is certainly not against it, but is too busy and unconsciously incompetent to initiate it himself.
Periodic sessionsƒ
Periodically hold a session to share brand management plans with marketers and your marketing and communication agencies. Constantly make the connection between a strong brand and better performing marketing and communication campaigns. Everyone understands that, but the eyelids have to be lifted every now and then to see the horizon.
Marketing and communication agencies : The much-used – but unconscious – idea that you can only achieve the desired ROI with ‘fun’ and ‘always something different’ is poison for the careful development of a brand (unless the brand stands for fun and always something different, but even then). Elaborate campaigns often stand alone with a different face each time and a brand promise that cannot be fulfilled at all. Humanly understandable – after all, something new gives creatives energy – but it shows limited ‘vision’. Attractiveness and a carefully chosen recognisable line can, however, go very well together.
Insufficient cross-pollination : The knowledge of the (medium) long-term vision on brand development and related objectives or strategy is there, but with a select group within and around brand management. Without that sharing of knowledge, you cannot expect colleagues – with their own primary objectives – to act accordingly. Fortunately, there is increasing attention for internal branding, but implementation and decisiveness remain difficult.
Review : The KPIs of marketing activities are often focused on short-term objectives. Logical, you might say, because Below the Line (BtL) campaigns should drive sales, and the effect is easier to measure there. In addition, you have Above the Line (AtL) activities to position your brand. The first is correct, the second is an unfair separation. BtL also contributes to the brand experience, or at least, it should. That does not alter the fact that KPIs for brand experience and image are more difficult to measure than for sales effects.
Brand management plan : Brand management is an expertise in development. Not every organization is yet skilled and certainly not every brand management plan – if it exists – has sufficient professionalism.
marketing manager
It is not so difficult to come up with solutions based on the factors mentioned: in practice it is more difficult. However, I have good hope that major steps will be taken in the coming years, in usa phone data organizations that understand that with good brand management you can make a substantial - perhaps even a necessary - difference. Some tips:
Campaign briefings
ƒInclude a standard section in the campaign briefings in which you test it against brand values (can the action be linked to at least one of them?), the brand promise (what promise are you making with the action, can your organization fulfill this and does this match your positioning?), and the (medium) long-term brand strategy (does your action contribute to that strategy?). You involve the marketer in the process – so be accessible – so that awareness and natural behavior arise. Again, the marketer is certainly not against it, but is too busy and unconsciously incompetent to initiate it himself.
Periodic sessionsƒ
Periodically hold a session to share brand management plans with marketers and your marketing and communication agencies. Constantly make the connection between a strong brand and better performing marketing and communication campaigns. Everyone understands that, but the eyelids have to be lifted every now and then to see the horizon.