INFLECTIONPoint 2010: Voice of Brand Effectiveness

by Tiffany Feltenberger | February 3, 2010

Branding always seems elusive. Putting together branding campaigns can affect several teams – onsite and offsite. Get ahead of the game by organizationally preparing to respond to multi-channel brand campaigns. On a panel at INFLECTIONPoint 2010, David Roth (Yahoo) reminded us that the key place in joint marketing efforts resides in organizational preparations. Building out response strategies at the beginning of the campaign gives you the flexibility to adapt quickly as the campaign progresses.

Organizational readiness is key in bringing about great branding campaigns. You need to be set up organizationally to change the messaging and start the “next move” as soon as possible. Gary Milner (Lenovo) said if you really need television ads [or other channels outside of search], you need to respond, but you have to monitor and react when the decay around that channel happens as well. As you see the attraction to your ads slow, you should alert the appropriate channels and begin the next wave.

According to Corey Carrillo (Intel), letting your branding campaign linger after its longevity can shift its positive momentum. Keeping it fresh allows you to continue to forward brand effectiveness that in turn generates higher loyalty – monetized actions and non-monetized actions.