Interbrand Accelerator. Brand measurement for business growth

Transcription

1 Interbrand Accelerator Brand measurement for business growth

2 2 Knowing where to grow With over 18 years of brand analysis culminating in our annual Best Global Brands reports, Interbrand has developed a deep understanding of how the most influential brands in the world operate. What we ve built is powerful: a proprietary model that analyzes 10 dimensions of Brand Strength both inside and outside of the organization. It s the basis for measuring the ongoing performance of Interbrand s Best Global Brands, and the tool for conducting brand valuation assessments that deliver high-value insights to organizations of all types. It s this very model that underlies the Interbrand Accelerator, which is designed to put those insights into overdrive for businesses big and small. It measures what matters to individual organizations, designs data around the people that matter to them most (customers), and creates an actionable roadmap to accelerate brand and business growth.

3 3 Evolving brand measurement FROM: Too much data, but not enough insight into how to take action. TO: A strategic brand model that helps make better business decisions.

4 4 Business acceleration demands measuring what matters Businesses today have an overwhelming amount of data available to them, but analysis often occurs in the rear-view mirror. Cumbersome data collection and analysis is not fast enough to respond to changes that brands need to make, closer to real time. In order to grow, companies need to move to a more predictive model of brand analysis. Amid constant change, they need to measure the data attributes indicative of what will truly drive business impact. It s the only way to move at the speed required to be ahead of the competition. 0 Growth

5 5 A strategic model that helps you diagnose brand performance A robust strategic model combines brand, transactional, perceptual, and behavioral data in order to identify the right brand activations and drive the best business outcomes. We call that the Interbrand Accelerator. This combined data approach outlines the key metrics of a business s performance and provides a focused view into the micro indicators driving macro changes. It s a statistical model, based on the 10 Brand Strength measures used in our Best Global Brands methodology, which analyzes the brand s performance inside the organization and in the market, and identifies all the data sources underpinning each dimension. These leading indicators help identify the processes, strategies, and behaviors that can be acted on quickly and directly to anticipate and effect real change, while driving demonstrable impact on business performance. Brand strength assesment Internal External Clarity Commitment Governance Responsiveness Relevance Authenticity Differentiation Consistency Presence Engagement Internal data such as employee surveys Customer data on needs, desires, and decision criteria External brand tracking data Customer understanding and engagement data Brand Strength Score 0 50 being the competitive average

6 6 Data designed for the real world FROM: Disparate data out of sync with the pace of change. TO: A strategic roadmap with prioritized actions that impact growth.

7 7 1 Data designed around the entire customer We know that delivering superior customer experiences drives business growth. However, these experiences are becoming more challenging to create as the customer s journey becomes more complex. Reams of data surround the measurement of the customer experience, which often creates a fragmented and reactive view. What s needed is a connected set of data that paints a holistic picture of people, in order to keep pace with the speed of market change and customer demands. This dynamic and nimble data enables activations that are highly targeted. By prioritizing actions that truly impact growth, the right experiences will be created and delivered to the right person, at the right time and place.

8 8 2 Linking brand and business performance The Interbrand Accelerator helps an organization stay focused on its long term goals while reacting to the shifting, test-and-learn culture developed around the digital user experience. Changing direction can cause a company to lose sight of its key differentiators, and focus on short term sales goals instead of longer term growth that s deeply connected to the brand. Strong brands drive choice, command a premium, and engender loyalty over time. The Interbrand Accelerator leverages insights to clearly model the relationship between brand metrics and business-level financial data. Multivariate modeling to establish relationship Key business KPIs (Other dependent variables) Brand strength (Other independent variables)

9 9 3 A consolidated data dashboard that empowers daily decision makers Building a clear, concise dashboard that consolidates important brand data empowers daily decision makers by ensuring dynamic information is accessible and actionable. enabling those responsible for advancing the brand to identify strengths, weaknesses, and trends across regions and units, while remaining aligned to the organization s overall goals. An integrated data set that s built around the customer creates internal focus that translates in the marketplace. Especially for organizations that grow with great speed either through acquisition or accelerated innovation maintaining internal alignment becomes crucial to sustaining a seamless and integrated customer experience in the marketplace. Tailor-made to the organization, it pulls pertinent data with real-world applications, delivering new insights as they emerge and allowing the company to operate closer to real-time. Clearly benchmarked, this dynamic data set also provides a consistent global measure of brand performance,

10 10 4 Delivering a prioritized strategic roadmap With rapid customer feedback and data necessitating immediate action, different units within the organization may be responding in vastly different ways. If these units are not led by a central vision, internal chaos can occur, which can erode the brand s performance and break down the overall customer experience. A prioritized, strategic roadmap focuses on the brand strengths that matter most to the organization and defines specific initiatives around each, assigning roles and responsibilities across departments. Once an organization and its leaders are aligned around a roadmap, that map must be disseminated and translated into steps that every-day decision makers can take to advance prioritized goals. Proprietary tools and processes ensure that this strategy is embedded within every aspect of the business and is effectively activated by the whole organization. Prioritizing actions across the organization improves brand performance and delivers a cohesive customer experience.

11 11 What the Interbrand Accelerator ultimately offers To be truly ready for change, companies need to optimize the way they look at data, and not just respond to change as it happens. For focused business success, brand measurement needs to be consistent, dimensionalized, and underpinning a larger vision. Only by focusing on what matters, and building a roadmap based on those priorities, can a business truly accelerate growth. A business case to validate the focus and changes necessary to drive growth and improve brand and business performance. A strategic roadmap that enables the right allocation of money and resources to the right areas, aligning all business and brand activities. A rigorous approach to overhauling internal processes, institutionalizing change in order to deliver relevant experiences, and ensuring internal teams have the right capabilities. A source of data that is dynamic and nimble so that activation can be highly targeted.

12 12 Book a Growth session Book a private session with Interbrand to get an initial growth assessment. We ll share insights from our Best Global Brands and Breakthrough Brands studies, and leverage our proprietary 10 Brand Strength measures to analyze your organization and activate your growth objectives. To book a Growth Accelerator Session, please contact: andrea.sullivan@interbrand.com. Have questions? Get in touch Andrea Sullivan Chief Marketing Officer andrea.sullivan@interbrand.com Paola Norambuena Chief Communications Officer paola.norambuena@interbrand.com

13 13 Author Daniel Binns Managing Director, NY/Toronto Contributors Paola Norambuena Chief Communications Officer Janine Stankus Editor Jasmine Hong Marketing Designer Aïda Amer Designer