Tuesday, March 13, 2007

Real Brands Score

As a follow up on my last post on brand virtues I thought it would be fun to think about how these virtues stack up in the real world, so I put together a simple table with some expressions of these virtues or lack thereof so as to score a brand. Try it out on your own or your competitor’s brand or just a famous brand. Simply think about the brand in question – maybe open the website in front of you and ask yourself which of the following expressions are most appropriate to describe the top 10 virtues:

Add the score up, the max score is 50 and minimum 10. Then in only the way women’s magazines can do well I have attempted to draw a few conclusions:

Score 10-19 :

The company responsible for this brand is likely to take your money and disappear, they are to be despised and hopefully customers will run for the hills and it won’t be long before they go bust. The world will be a better place without them.

Score 20-29 :

If you’re responsible for the marketing this brand you’ve got your work cut out. Plenty of challenges ahead, it takes time to alter these perceptions but don’t give up see where you’re marked down and find out why. These virtues are not just about changing the messaging or advertising copy it’s about radically overhauling the brand and company culture.

Score 30-39 :

A pretty good result, few large companies or famous brands will do better than this. But there is no room for complacency. One slip can undo all the value established – it’s better to keep trying to improve the margin so that in the event of bad times customers will stick with the brand.

Score 40-50 :

Check the facts – you could be deluding yourself – if you are the marketing manager try asking some real customers what they think. If the result stands please accept my sincere congratulations on a brilliant result. Your brand is a massive asset to your business. The only bad news is that the effort can never stop and there is only one direction you can go now – so stay ahead and protect your brand - its worth a fortune.

Would anyone be prepared to measure Sharedband for me?

Footnote: Thanks to Steve for coming up with a couple of great expressions and not disappearing up his own ass.

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