Brand Strategy

The two key elements of marketing today that MUST be appreciated by organisations are:

1. The power base of the 'brand' has changed since 2000
2. Using Business intelligence to lead market decisions

The Brand

With so much previous emphasis on building an enduring brand strategy, it is difficult for many marketing executives to accept that brand value is being down in corporate balance sheets at an alarming rate. For instance, since 2000:

• Ford - down 70% representing $25.3 billion
• Kodak - down 63% representing $7.4 billion
• Gap - down 31% representing $2.9 billion
• Sony - down 29% representing $4.7 billion

And much of this has to do with the impact of social media [Web 2.0]. Brands are moving towards becoming the hub of non-geographically bound communities.

Slideshow - Corporate Branding in the age of YouTube [IBM]

It is not so much that the value of a strong brand is diminishing....rather it is the way in which brand is now being perceived has changed, and companies are not changing at a fast enough rate to understand this change.

The five principles of a charismatic brand :

1. Differentiate
2. Collaborate
3. Innovate
4. Validate
5. Cultivate

There are now new ways of achieving old tasks. Brand is a living process not a corporate entity. If your brand is no longer perceived using the same measures of value, or communicated in the way your market now communicates, you are in likley to be suffering from a strong case of brand gap!

Slideshow - The Brand Gap

Business Intelligence Driven Marketing

Most marketing departments utilise reporting, but few have yet to embrace analytics. The difference is that reports offer information, analytics offers insight.

Without business intelligence, decisions around marketing strategy lack the foresight and agility to ensure the business in no just optimizing current revenue streams, but is poised to capture the full potential of future streams.

Business intelligence is not just data, it is not just technology...it is a fully integrated merging of business process management, business rules and business data.

Business intelligence is not just for executives...it is a capability that will improve the performance of over 90% of your employees.

Where the intangible asset of brand is declining, the intangible asset of enterprise master data is climbing.

Most organisations have knowledge - but do not use it. BI gives you that capability. It enables faster, more valid decision making and provides the insight needed for an agile organisation to take advantage of a continuously changing marketplace.

THOSE WHO KNOW, GROW

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Marketing Index | Brand Gap | Customer Insight | Social Media | Jay Abraham