brand.intelligence™ has been developed by LABEL to create a bridge and form an alliance between the brand management and the business intelligence.
brand.intelligence™ is used to help our clients to connect their marketing / communications with their business applications.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos, founder and ceo of Amazon.com.
brand.intelligence™ works like a brain. It has two interconnected hemispheres, one hemisphere is emotional and the other one is rational.
The emotional side is the brand management that is the application of marketing/communications techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. It is:
- Creating the promise. Means defining the brand.
- Making the promise. A large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against your competitors.
- Keeping the promise. Means managing capability, consistent processes, technologies and systems which are reliable and usable, motivated people who are willing and able to dialogue with all the stakeholders and deliver the goods.
On the rational side, business intelligence drives business decisions. Understanding and forwarding the information to the right people creates a collective intelligence, which can have financial value.
In this new world, information and dialogue are kings. The more good information and the better contact you have with your audience the greater the probability that you will make winning decisions and investments.
What gives value to data is not the data itself but what you do with it. As more people share the same information, they understand each other better, communicate easier and make better decisions.
With the advent of the social media on the internet, brands should accept to loose a part of the control on their image. Brands need to behave differently. They really need to dialogue with their consumers (see article of January 9, 2009)! Marketers on their side need to become more aggregator than broadcaster. They have to help brands to create an open environment for collaboration and knowledge sharing.
brand.intelligence™ could help you to go further in the contact with the audiences through a better knowledge of data associated with a powerful creative proposal.
PDF Tags: analytics, Brand Intelligence, brand management, communications, CRM, data
