Many of us have been guilty of thinking that branding campaigns do not need measurement. It might be comforting to think that the brand is just creating an image of themselves in the consumer’s mind. But like everything else in business, branding campaigns are subject to ROI. Measurement is always important. And now that any serious rebranding effort will take place online as well as off, marketers need to utilize the wealth of information that can be collected from the Internet. Monitoring unique hits, repeat hits, user generated comments and the like is the least you can do to measure the impact of a rebranding, or any other campaign for that matter.
More on the ways to measure branding campaigns at Occam’s Razor
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Measurement is Dirty Work
Pat McCarthy
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Marketing Trust
Pat McCarthy
Marketers have historically been faced with the task of building campaigns to sell product. Recently the tide has begun to shift. As trust fades in the image of a brand or an industry as a whole, marketers are now trying to restore that trust. In a recent survey by Edelman, a WOMMA governing member company, they found that since 2007, consumer trust in businesses fell from 58% to 44%. Even though this shift can most likely be attributed to several bad apples, many businesses are scrambling to reestablish their brand image. As the need from businesses shifts from product pushing to image building, the business of marketing is bound to change.
More on the trust of the marketplace at Business Week -
Branding Switzerland
Pat McCarthy
The government of Switzerland is considering new laws to protect the widely respected “Made in Switzerland” brand image. According to numerous surveys, products made in Switzerland carry an image of high quality, reliability, and luxury. The legislation would allow brands to use the Swiss flag but not the coat of arms. Several brands have protested such as Victorinox and Touring Club Switzerland, both using the coat of arms in their brand image for over 100 years. It will be interesting to see where the Swiss government draws the line.
More on Swiss-Brand relationships at Brand Channel.