How do we describe a brand, and make it into a repeatable pattern?
A do-it-yourself guide
This is the main issue we have had to come to grips with and evolve with time. We take each channel that we find – Facebook, Search results, Site, Mobile etc. – and then find a way to compare those channels.
In version one of the product we used a fairly standard creative brief to get the essence of a brand. The idea is to take the logo as a starting point as universally this is where time and effort have been put in to get the brand values spot on – indeed perhaps the only place where a creative brief has been used in the first place.
In version two we wanted something more bullet proof, so we devised and researched ways to pinpoint the ideas of the creative brief in a more methodical, and most importantly, numerical way. So far we have a set of sliders for the brand values, and another for effectiveness.
There are two very important points to note about the above graph.
Firstly the values are neither good nor bad. A brand is a set of values – the important point is if they are right, and they come through to the consumer (or us).
The second is that this is a score chart created by a human. No two people will agree or have the same definitions. The idea is, if that same person does a score for all channels then we are comparing like for like.
In a perfect world the graph of the above will overlay exactly for all channels. But then, to err is human.
We have been lucky to be taking part in this year’s DXA awards, judging in the Best Website category, with criteria being very much about effectiveness.
Essentially the article argues that we marketers are hooked on gathering data, which is true, but that this has become the end goal in many cases. In other words, like sugar, we are all addicted.
I have been privileged to be shown in person the Adapt2 DEM or Digital Engagement Map. I cannot emphasise how blown away I am by the progress made and how useful it would be.