Having been in the brand building game for rather longer than would care to remember there is one thing that continues to confuse me: Why do we make measurement so complex and often totally unfathomable?
How many of us have sat through the 150 slides and 4 hour presentations and wondered if we are measuring the right things?
You know the ones: lots of earnest people telling us earnest stuff using tsunamis of logarithms, degrees of freedom and the like and you get to that moment,just before losing the will to live, when you think…how am I going to use this and how are the teams going to turn this into actions that make a difference, tomorrow?
The other day we attended one such debrief when after, 125 slides (each of which would have benefitted from being sliced in three so it is really a 375 slide presentation). After the marathon the client said “I have no idea if we are doing well or badly”
We are in an era when insight and understanding has never been more important in managing brands, we need to know what is and isn’t working, and we need the ability to use every bit of research to stimulate action. Our research must help the people of the business make decisions and diagnose how to solve problems on behalf of our customers.
As Michael Eisner, of Disney fame, so eloquently put it ‘A brand is a living entity and is enriched or undermined cumulatively over time, the product of a thousand small gestures’. A big clue, then, as to how we should measure our brands in the New Era of branding.
We need measurement that allows everyone in the business to see what they need to improve in the brands 1000’s of gesture both externally and internally. A form of measurement that enhances and drives improvement in the delivery of our brand promises to customer.
Evidently Eisner was one of the earlier Brand Aligners and this simple thought really stimulates us to seek tools that help clients get the information they need and most importantly can apply in the business.