From Linear to Multiple
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In a multiple storyline environment, it’s important to manage brands as if they were living characters
Do this and you intuitively develop the right mix of control and flexibility. Brand Navigator
does just this by looking at brands as people, applying archetype theory to provide the platform for in-character story development.
And we go even further by measuring the current reach and impact of all key brand touchpoints. Brand Navigator measures the level of the brand being in control or out-of
control on the most relevant touchpoints and within its most relevant audiences. And it identifies the most promising touchpoints for the brand’s content & stories in a multi-channel, multi-target environment.
BrandSum keeps your brand cohesive
A strong positioning model is essential for ensuring that a ‘golden thread’ of cohesion exists
as you start to develop multiple pieces of content across multiple channels and touchpoints.
Brand Character is central to this. Character goes far deeper than personality. It unites personality with both values and behaviors that in turn inform tone of voice. This builds a deeper and clearer encapsulation of your brand, bringing it to life as a ‘human being’ and allowing us to establish guardrails for how the brand should speak and behave. Knowing your brand and its character as you would a person brings with it the intuitive ability for the brand to respond in character and to flex according to touchpoints, while remaining consistent and speaking with the same voice.
It used to be easier to isolate the impact of a
single touchpoint for the purpose of optimization
There were fewer ‘brand’ channels and we could ask people to talk about what they had been exposed to, when, and where. Today’s technology creates a multiplier effect. It is nearly impossible to isolate touchpoints. Data is everywhere and brands live in complex interconnected ecosystems.
To stay authentic in this world, brands need to be clear about who they are, be consistent in their character and disciplined in their delivery (where they still have control). And the strategic nature of our tracking program puts us in a unique position to help marketers with just that.
Our tracking focuses on measuring brand health holistically – through an integration of multi-source data. We work with stated and actual behavioral and attitudinal data, with owned, paid, and earned brand currency, measured in-market, within the context of culture, society, industry, and economy.
We use predictive analytics to find the unique relationships between various brand levers, providing a true assessment of how brands are doing and what they can hope to achieve in the future.
Today’s consumer has a
‘T-shaped attention span’
This means scanning broadly and quickly over the content available and diving deep when they find something of particular interest to them. Implication: brands can no longer dictate the way in which consumers interact with their content. The notion of a linear customer journey is simply irrelevant in a world of fragmenting touchpoints
and proliferating content.
To respond to this new mode of consumption, brands must rethink
their approach to channel
Creating content that is modular, without beginning or end, and open to be joined or left at any point. The challenge is to deliver this real-time relevance without losing the brand’s cohesion and its ability to tell authentically great stories.
Brands need to move from one-off push campaigns to ongoing,
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