Measuring The ValuePosted by on June 17, 2009 at June 17, 2009 12:43 PM
Last week we met with a combined group of finance and marketing executives to discuss the value of financial and marketing communication investments.
Originally inspired by a finance exec asking about the "ROI of Marketing," the discussion during the SlideShare presentation below focused on:
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Great presentation, Tony.
I noticed that there was no mention of branding, per se. Typically, branding would not be considered a marketing tactic, but because a strong brand adds octane to every marketing message, while a weak, undifferentiated brand can dilute it, it would be valuable to test the impact of a brand's competitive positioning and name.
Very little research exists that demonstrates the ROI behind powerful brand names. If you run across any, please let me know.
Posted by: Devon Thomas Treadell at June 22, 2009 10:43 AM
Thanks, Devon - you're right ... there isn't much out there that measures the ROI of brand names. That said, I think measuring the value of a brand is like measuring the value of any one marketing tactic ... you have to consider the whole program or campaign.
Last year, during the PRSA Counselors Academy, Matt Kucharski wrote about the Six Key Drivers of Brand Credibility (http://www.psbblog.com/archives/2008/05/six_key_drivers.html) and that strong brands are built. Reputations are earned and the value of the brand is based on more than just the name.
So, yes, I think a name can help or hurt ... just like any single marketing tactic can help or hurt.
As you can tell, measurement is very important to our team. This presentation was developed and lead in large part by Heidi Wight, Matt Kucharski and Marian Briggs.
Posted by: Tony Morse ? at June 22, 2009 11:03 AM
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