Whats Your Total Score

Have you projected wishful thinking (or natural optimism) onto the numbers? Most people tend to be a bit on the overly optimistic side. Not that the objective total matters. But now put someone else through this same exercise. Would your staff come up with the same numbers? Your distributors? Salespeople? Consumers? Competitors? Where are the most obvious disagreements? Where can you find consensus? Which assets are clearly performing beyond their potential? Which need a little hand holding, or a bandage, or major surgery? Which are a drag on your brand equity?

The fact is, every brand asset has to contribute to a value-added brand image to make the machinery work at peak efficiency. But prudent asset deployment calls for putting money, people, time, and energy against the assets with the most leverage. Don't polish the one bright spot if a crucial asset needs repair.

Although analysis based on the 16 points is a critical beginning, correction may require help. To get that, it's often an outside professional who can convince management and employees that not only brand assessment but brand action is necessary.3 So check with your current advertising or marketing agency about their experience in brand asset assessment. Don't ask if they have the expertise—nobody ever says, "No, we don't."

Continue reading here: Yellow Pages As A Mirror Of A Market

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