Brand Research that Truly Connects

Connecting your brand message to your target audience is a challenge. To make that connection, you need a mix of media that communicates your message and builds your brand. But in a world where technology has exploded and media has diversified, it is no easy task. With so many options available, how do you make the right call?

Setting it up

To reach their audience and tell their brand story, the client had moved beyond traditional television advertising. While television was still valued, it was now supplemented by newer and more direct tactics, including online banner ads, retail and point-of-sale materials, interactive billboards, e-mail marketing campaigns, and other more experimental forms of marketing.

In this particular case, the brand re-stage was an important factor. Supported through TV spots, magazines, newsprint, online, and experiential marketing efforts such as person to person marketing activities, this was a critical and hefty investment.

The client wanted to explore new methods of advertising performance measurement that would accommodate holistic campaign assessments of paid media touchpoints, as well as non-paid marketing elements that contribute to consumer attitudes and behavior.

Finding a robust methodology for measuring each brand touchpoint, assessing the success of the re-stage, and measuring the entire brand experience was a critical concern. But how do you measure all of that?

Seeking answers

That's where Brand*Graph 360 came in. Brand*Graph 360 takes a holistic approach to measuring brand strategies. Because brand touchpoints go beyond one or two executions and media, the tool has been designed to examine the entire brand experience and measure the performance of each element.

In this case, Ipsos ASI worked with the client to measure the performance of all activities relating to their brand re-stage. Setting out to evaluate the success of the re-stage, they needed to find out which elements rang out and which hung up.

Delivering results

A re-stage is a risky and significantly important event in the life of any brand. When operating in a fast-paced, technology-based, highly competitive market, there's even less time and room for error...you need results that are actionable and you need them now!

In this scenario, Brand*Graph 360 delivered just that. The client was thrilled to have actionable guidance about their campaign's successes and vulnerabilities. More importantly, the research identified missed opportunities for highly effective print executions as well as identifying media investments that did not pay out in the market.

The client also went away with key learnings that were not so obvious from the outset of the campaign. They learned that they needed to explain and demonstrate why their products and services were the best. They learned that banner ads had to be product-centric. And most importantly, they learned the power of holistic campaigns with multiple touchpoints. An exposure to one touchpoint might mean only one shift in consumer behavior or attitudes, but a holistic approach to their communications with multiple touchpoints meant that consumers had more interaction, engagement, and ultimately, greater investment in the brand.

With this information in hand, the brand can continue to grow, building off its success, exploring new opportunities, and fine tuning its communications program to create an even stronger brand experience.

About Brand*Graph 360

Brand*Graph 360 tracks the in-market reach, impact, and cost effectiveness of all your communications. A powerful consumer mix model shows you the contributions of POS, packaging, sponsorship, even uncontrolled communication like word of mouth, in addition to each part of your ad media mix. By analyzing the effect of each consumer touchpoint on brand equity, purchase intent, and other measures, we can help you to focus your messages in the mediums that work best.