The Broke Marketers Guide to Brand Tracking

I’ve had a lot of branding discussions this week that were spawned from my branding rant earlier.  One of the most frequent questions I get is “How do I measure branding?” and then “How much does it cost to do that?” At the bigger companies I have looked at there were two big pillars of activity going on: monitoring media mentions over time and brand tracking surveys.  But just because you don’t have the budget and market intelligence department of a bigger company, doesn’t mean you shouldn’t be tracking this stuff. Brand Tracking the Big Budget Way – The Brand Tracking Survey My experience is that large companies spend a lot of time and money doing brand tracking studies.  These tend to be very well architected surveys to measure awareness, consideration and preference of a brand vs. other folks in the space.  These surveys also get into brand attributes where your brand gets ranked against others for things like reliability, performance, ease of doing business with, etc.  The results from these surveys are hugely useful.  The only problem is that it took a squadron of Market Intelligence professions to get it, and more importantly interpret it.  There are outside agencies that can do this stuff for you too, but as you might imagine, this kind of work is time intensive and therefore not cheap and getting decent post-survey insight without a deep understanding of your space and customers is difficult. Customer Satisfaction surveys aren’t a lot better.  I’ve worked at companies that spent months of effort building and executing these surveys only to get questionable results.  One company I...

Logos and Other Stuff You Should Not Worry About

Seth Godin wrote a post a couple of days back called “Your Brand is Not Your Logo”, where he called the recent re-branding efforts of a couple of big consumer brands “Cluelessness on the half shell”.  I couldn’t agree with that more. I wrote a post a while back on product naming and this one is a bit like that one in that I will state right out of the gate that I don’t know a darn thing about Logos.  You’ll notice the lack of logo on this page.  In fact you will notice the lack of anything that looks even remotely like “Branding” on this page.  Why?  Because I will venture to say, that you, dear reader don’t give a hoot. Over 60% of you (according to Google Analytics) are 1st time visitors.  I bet not a single one of you 60% has ever heard of me before.  Some of you got here though Twitter or came to this page from StumbleUpon or clicked on a link here from the CrankyPM or OnProductManagement.  The one thing you folks do have in common is that you came here for the content.  That’s it.  You’ll read the article in front of you and decide to subscribe, Stumble or bookmark based on that alone.  This blog is a startup and it looks like a startup – a little rough around the edges, clearly no money was spent on design and I haven’t sprung for a logo. Now let’s compare that to a couple of the top marketing bloggers out there.  How about Seth Godin or Guy Kawasaki (go have a look,...
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