Q

There are so many different brand strategy models – from Aaker to Hoffstaeder. Which brand strategy model would you recommend?


A
Answered by Meeta Malhotra

Let me tell you an industry secret – it doesn’t matter which brand model you use, you can even make one up of your own. What matters is that you articulate your strategy clearly and concisely, so that it can be implemented without confusion by all concerned.

Here’s one that I made up. I like it because it’s simple and clear. You start with company purpose, then add target audience and competitive frame. Next, jump to the top of the model and formulate the desired customer response. The task now is to fill in the blanks with your strategy, laddering up to make sure that your brand is aligned with your organization and is capable of evoking the customer response you want. 

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Q

We are considering a brand refresh – positioning, identity, advertising and naturally this requires a big investment. I am preparing a report for my board. How do I measure the ROI on this investment?

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