Brand Planning Advice: Where Could We Be?

Gap Analysis Customer ownership: business planning through customers An article about CRM which contains useful insights into consumer gap analysis, showing how this can be both valuable and, sometimes, misleading. Setting Objectives How to tell if your advertising is working Discusses how advertising objectives are set, and how these affect judgements of success, in the context of an advertising development case history. Targeting The case of the near-sighted bombardier Demographic targeting is at the core of modern media planning and buying. It is presumed to be a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. But this simple idea is naïve, and potentially misleading. How to define the target audience with single-source scanned data This paper deals with targeting techniques using scanned data from consumer panels, and shows how these can be applied and refined. Profiting from the '80-20 rule of thumb' Despite the compelling business case for building a brand's popularity, in the past few years marketers have been exposed repeatedly to quite a different profitability argument built on the notion of buyer concentration. However, there are pitfalls... Strategy & Positioning Using known patterns in image data to determine brand positioning The effect of usage on image responses is well documented. Whether people say that a brand has a given attribute largely depends on whether they buy the brand. The resulting image patterns allow us to define relationships between brands in a market, as a guide to competitive positioning. Ten ways to increase corporate ROI A paper that sets out a systematic, measurable approach to brand and communication development. Unlocking the hidden magic of brands: brand positioning revisited One of the problems in brand positioning work is that stimulus material shown to consumers is generic (statements and mood boards are not part of the consumers' experience), vague and unfocused, often irrelevant, and even boring. But there’s a better way to do it that can lead to better results. The stochastic conditional hierarchy of brand values. Brand values beyond the year 2000. This paper proposes a hierarchy of brand values which must be met in order for a brand to be properly positioned in a meaningful, long-term and strategically competitive manner.

In this section Gap Analysis Setting Objectives Targeting Strategy & Positioning