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Brand Consulting: Brandmarks
How does your firm rate on a scale of both respect and love?
SOLUTION:
BRANDMARKS is an extremely effective tool for analyzing
where your firm rates on a scale of both respect and love. Love? Yes,
love. The world’s most successful brands evoke an emotional response
from the customer. Those that don’t, don’t simply exist and eventually die on
the marketplace vine. Want to be as sticky to your customer as
Nordstrom’s, Starbucks or Target?
RESULT:
Your firm becomes BOTH the logical and the emotional
choice for current and prospective customers increasing both repeat
and new business.
PROCESS:
- Meet with key management to plot the firm’s current perceived
position on the Brandmark’s scale.
- Survey current customer sample base and public group sample to
determine external perceived position on Brandmark’s scale.
- Determine target goal and metrics for firm’s future Brandmark’s
scale position and timeline for achievement of new target.
- Review survey results with key management to determine new
strategy and metrics to be implemented to reach new Brandmark’s
target goal.
- Build consensus with internal department and management
resources and implement.
- Track metrics to keep firms new position on Brandmark’s scale at
or above new targeted levels.
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