January 13, 2011
in branding,Images,Innovate,Just another day,Link of the day,Quote of the day,SEO,Simplicity,Social communication,The trend is my friend,Video
Leading a brand? Thinking about how to create a long term integrated communication platform? Think no more cause I’ll share the model I’ve been using for the last three years when leading brands into the future of advertising, communication and advertising.
Normally I’d work a company or brand through a series of workshops. We would then slowly start to follow this model over time. Changing how you, your brand and marketing organisation work with advertising and communication is not something you do over night. I would recommend brands to keep on doing what they do best – shoot fireworks -while slowly start to change their way of communicating their products and services from ground up.
Moving your communication into the future is also tough on your organisation as your moving from campaign based communication activities to instead building long term equity that will generate results over time. Send your entire marketing organization as well as your IT department and management team on several digital communication crash courses cause your CEO better understand what you talk about when you’re talking conversion, SEM, SEO, AdWords, H1, Keywords, Stats and shit.
Have a read. If you like what you read – get going. Change!
Here we go – The Key To Future Integrated Communication by Johan Ronnestam
The basis of your online communication platform
The first thing we’ve gotta agree upon before moving further into the model is the following: Your brand consist out of two things. The product/services you offer and [click to continue…]
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Traveling at a 110 km per hour can be good for your brain or bad – you be the judge of that. I’m on my way home from Sälen and since I’m not behind the wheel I had some time over to get one of my thoughts out of my head. Thank god for 3G.
The other day as I was reading the morning paper it made me sad to see how many brands had gone from brand communication to price communication. The entire paper was filled with SALE, LOW PRICE, OFFER etc. Of course it is the global recession luring desperate brand owners away from making people love their brands and instead trying to buy customers. A strategy that is quite stupid and short term, especially in paid media channels like print.
As I continued reading the paper I came to think about Nigel – Nigel Hollis, Chief Global Analyst with Millward Brown writes one of the better strategy blogs online. In one of his latest posts ‘Less is not more’ he guided me to a report he wrote already last year about ‘Marketing During Recession’. In that reports he talks about hands-on survival tactics on how keep your brand alive during the recession. He writes about the established relationship between share of voice (SOV) and share of market (SOM).
“When a brand’s share of voice is greater than its share of market, it is likely to grow its market share in the coming year. (if you hadn’t heard about this it’s time you did). Therefore, companies that increase their marketing investment when others are cutting back have an opportunity to substantially improve the standing of their backs.”
Makes sense doesn’t it?
Still the most common reaction in a recession is that brands will cut down on their marketing activities and especially move from brand communication to price communication when in fact the opportunity to strengthen your brand and it’s share of voice is obviously the most effective as most other brands within your branch will probably do the opposite.
Nigel also writes:
“In any communication channel, the best way to leverage your spend is to put it behind high-quality creative. A meta-analysis of econometric sales modeling published in Admap (February 2006) found creative to be the biggest potential multiplier of profit (other than market size). Across a wide variety of categories, brands, and channels, Paul Dyson and Karl Weaver found that creative had five times as much impact on profit as did budget allocation.”
Yihaaa!
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