Best Brands: Dive a Little Deeper

Advertising Age's article about brand polls and rankings raises an interesting point. What does a short survey (like the recent "best brand" poll from Harris Interactive) really tell you about being the best brand? It tells you who ranks number one from year to year in a particular category or what consumers may have heard your brand name before, but not about brand loyalty or how profitable a company might be.

A win you say. Almost…but think again.

As marketers and creators of brand identity, this article drives home to us that it is less about bragging rights, and more about being thoughtful in discovering the whole brand picture, crafting the right idea, and fostering relationships and awareness of a brand. It is not because someone has heard your name before, but that they have experienced the brand and are now a loyal customer.

While short surveys are helpful and easy, to become immersed in your brand, take our advice --dive a little deeper. Make sure that as you are developing and refining your brand, you think about the big picture and measure results thoroughly. This will allow you to see how well your brand is helping you achieve your business/marketing objectives.

07.23.07 // 03:15pm