2nd Part: New Brand Management Techniques

Next Brand management techniques: Brand Metrics.

In general terms, we may consider three alternatives: measure the knowledge of the Brand and the

relationship with their consumers; estimate the incremental sales or cash flow which the brand will

generate in short term and the last one, determine the financial value of the brand in a long term.

There are different methodologies for each route.

As we are interesting in analyzing the relationship between the consumers and the brand, we will focus in

the first one. It is based in the marketing philosophy that specifies attitudes, opinions and favorable

beliefs toward to the brand to achieve a right brand behavior. This is based in the statement made by

Kevin L. Keller: brands are not made up immediately, they need to count with strong and unique alliances

before to achieve a favorable consumer behavior (either purchasing, testing, continuous use, among

others)

Millward Brown make up one of the models best accepted: Brand Dynamics, based on hierarchical

methodology and design for measuring the consumers attitudes, opinions and beliefs on brand.

Watch me growth

In this model, measuring consumer attitudes throughout the time, you can observe the changes in the

relationship between the consumer and the brand and it is possible to follow these changes in many

marketing or communication activities.

Also, it can be measured the brand against brand competitors in the same category. It means, this

alternative can be used for analyzing where to change, to adapt or to focus in brand positioning and

marketing efforts. One of the most frequently used methodologies to obtain this kind of information is

the crowdsourcing applicable by social media.

Content Marketing

Transform the regular into remarkable!

Presence

Relevance

Performance

Advantage

Bonding

Do I know the brand?

Does the brand offer something?

Does it well?

Does it offer something better?

Nothing beats

BrandDynamics

Source: Millward Brown

Content Marketing is the art of creating and delivering relevant content to the audience with the main

objective of attracting and connecting closely with them.

Why is today branded content so relevant?

The internet democratized the access to all kind of information around the world. Today, the brands face

a new environment. Consumers have changed dramatically. They opine, share and influence on other

consumers in multiple platforms. They accept and demand content and the information travel in

microseconds.

Before this time, media produced the content and took control of its delivering. Today everybody is a

media, consumers together with the brand generate the content. Brands develop its own channels to

communicate directly with consumers. Stories share in a wide variety of platforms on-line such as web,

blog, portals, social networks, Webtv. These times say good-bye to the intrusive advertisement. Welcome

to the Content era. The Content is the king.

The change in all channels has created what we now say as the union of all social media named POEM:

Paid Media, Owned Media, Earn Media and precisely if the strategy is well done is the last one that will

grow larger and affect the brand value.

What is the objective of creating and delivering content?

Business to Consumer:

To entertain, fun, attract, inspire, motivate, provide service ....

Business to Business:

To inform, equip, establish as a benchmark, develop strategic alliances, positioning

This is the moment of Social Media, it greatest opportunity: the entrance barriers are minimum, the

investment is progressive, is possible microsegment, the measures are in real time… Social Media is

global, free of charge, democratic, immediate and interactive.

The Social Web allows the delivery of content by the consumers themselves. Today, consumers have

voice and vote. They are the brand.

In branded content, the sale is the result of a job well done, not an objective

Engagement Programs:

Why are so important the Engagement Programs?

Brands are sociable by nature. Clients have the need to achieve a social status inside the Community

they feel identified and proud to belong to. That Community where they share the same beliefs and value

system, interests and customs, but above everything they feel exalted, respected and recognized by the

brand by a reward and benefits system translated in valuable experiences.

They are the brand. Why not invest in them if they are the success of your company?

Analyze the components of a Community to understand carefully which are the new relationship codes.

Identity: a community is a group of people that interact among each other with a common objective and

personals aims: the sense of belonging is the biggest motivation.

Hierarchy: The leader is identified in the initial stages of any community. The leader is a person highly

committed with the project, who knows how to conglomerate wills, join the goals of the community with

personal aims and helps to set the rules of belonging. There is also the influencer role, people that

We create unique alliances

without being a leader are respected and followed by the Community. Their opinions are quite valued by

the Community.

Engagement. The Community scheme is quite similar to an iceberg or pyramid, where it is possible to

identify the client categories. Each segment deserves a different strategy.

Content: In the content management it must be planned the dynamics, times and interactions extremely

powerful and differentiating with the Community in order to captivate their interest and hold over time.

The content management is directly implied with the costs but not necessarily with the creativity and

the wit. Nowadays, you have available a wide variety of platforms and tools that will allow you to obtain

the best investment-benefits equation

Interaction: today the communication channel of a company is bidirectional. The Community members

are the most interested in the brand and they are who consume it. You must facilitate the

communication between the users and the contact personnel to figure out in real time any type of

requirements and needs.

Remember: the best advertisement is those created by satisfied clients. They share everything in Social

Media.

Engagement Program Introduction

Consumers want the brand human hand. They choose a brand not only for its products and benefits but

also for the relationship they keep with the brand in the long term.

Reconceptualization: Engagement for Loyalty

The new times require new skills and management tools.

Let´s analyze which are the main changes:

From Programs based on Benefits & Rewards to Programs based on Memorable Experiencies &

Aspirations.

From Customized Communications to Audience Recognition and Exclusivity

From “Have” to “Belong” and above all, “Feel”

From quality to dreams for ever and ever

From Socialdemographic Segmentation to Lifestyle Segmentation

From content generated by Marketing to Content created by both, Audience and Marketing.

From top-down strategies to bottom-up strategies

From viral marketing based on WOM to viral marketing based on WOW.

Visualize creates habits that promote attitute, generate new actions and determine the success of the every event.